The H2O scenarios ( 1 MB) offer three stories about the role of business in relation to the growing issue of water in the world. These stories do not try to cover everything but attempt to bring to life a limited number of alternative future environments that will challenge our economic viability, social legitimacy, and global fitness in the marketplace.
Everyone understands that water is essential to life. But many are only just now beginning to grasp how essential it is to everything in life – food, energy, transportation, nature, leisure, identity, culture, social norms, and virtually all the products used on a daily basis. With population growth and economic development driving accelerating demand for everything, the full value of water is becoming increasingly apparent to all.
Like people and governments, businesses tend to ignore water until it becomes scarce, polluted, too expensive, or in some way is mismanaged.
But in the near future – as a result of changes in both human and natural systems that affect water availability, access, affordability, and quality – the water management challenges facing humanity will become more complex. The prospect of water shortages, scarcities, and stresses will increase.
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