2024 Ecolab Watermark Study Reveals Water Concerns Shift Consumer Buying Behavior
23 Setembro 2024 - 9:00AM
Business Wire
Second global study finds consumers in China,
IMEA and Latin America have stopped purchasing products that use
excessive amounts of water
Ecolab, a global sustainability leader offering water solutions
and services, today announced findings from its second annual
Watermark™ Study, which reports on the state of water stewardship
around the world.
This year’s research found that consumers remain very concerned
about climate change and their immediate access to clean and safe
water, and these concerns are translating to their buying habits. A
majority of consumers across multiple regions state they have
stopped purchasing products that use excessive amounts of water,
most notably in China (80%), IMEA (69%) and Latin America
(65%).
Consumers also claim they are willing to pay more for
sustainably produced products, with a large majority across all
regions willing to pay a 1-4% premium. This is most pronounced in
China (93%), IMEA (86%) and Latin America (75%).
“No matter how you look at the data, sustainability is front of
mind for consumers,” says Christophe Beck, chairman and chief
executive officer, Ecolab. “Businesses today find themselves
between consumers who will stop buying their product and investors
who insist on greater returns. Fortunately, prioritizing smart
water management provides a way to satisfy both, delivering
positive financial outcomes while also protecting this vital
resource.”
This year’s study builds on trends identified in 2023 and
includes compelling new insights:
- Access to clean and safe water is still considered to be a
paramount concern, and most regions are more concerned about
their immediate access to clean and safe water than their access in
the future. Those most concerned about water-related issues reside
in Latin America (90%), China (88%) and the United States
(80%).
- Consumers continue to hold businesses and governments most
responsible for water conservation, but most still do not
believe these parties care enough about this issue. This is
particularly the case in the U.S., Europe, Asia Pacific and Latin
America, where 42% to 51% of respondents believe these leaders care
about water conservation.
- Consumers also hold certain industries more responsible
for reducing water usage, with the agricultural, food &
beverage, and manufacturing industries frequently cited for using
the most water.
- Consumers are losing trust in businesses and governments to
address the water crisis, as less than 50% of consumers in the
U.S. and Europe believe businesses and governments care about water
conservation.
The 2024 Ecolab Watermark Study also reports where consumers
differ by region and other audience demographics. Population
density was notably shown to correlate with consumers’ level of
concern about climate and water issues. In fact, consumers living
in urban areas appear more concerned about climate change compared
to their rural counterparts. This is most prominent for urban
consumers in Asia Pacific (85%) and the U.S. (74%).
“While those in rural areas have long understood potential
climate impacts, consumers in urban areas are showing a new
awareness of these challenges,” said Emilio Tenuta, senior vice
president and chief sustainability officer, Ecolab. “Whether it is
a prolonged heatwave, strained infrastructure or unequal access to
clean air and water, these concerns are now rising to the top for
those living and working in major cities around the world.”
In addition to the study’s findings from around the world, this
year’s U.S.-specific data reveals that:
- 73% of U.S. consumers believe that climate change is personally
important to them, but less than 50% believe that business leaders
and governments care.
- Concern about water persists among U.S. adults, with both
access to (71%) and the availability of (80%) clean and safe water
sparking significant concern for the future.
- U.S. consumers are willing to change their behavior to preserve
water, with one-third (33%) refraining from buying products that
overuse water, and more than two-thirds (71%) optimistic that water
scarcity can be effectively addressed.
The second wave of the Ecolab Watermark Study was conducted in
partnership with Morning Consult in early 2024 among a sample of
general population adults and will continue to be conducted
annually. To see the full global and country-specific results,
please visit the interactive dashboard at watermark.ecolab.com.
About Ecolab:
A trusted partner for millions of customers, Ecolab (NYSE:ECL)
is a global sustainability leader offering water, hygiene and
infection prevention solutions and services that protect people and
the resources vital to life. Building on a century of innovation,
Ecolab has annual sales of $15 billion, employs more than 46,000
associates and operates in more than 170 countries around the
world. The company delivers comprehensive science-based solutions,
data-driven insights and world-class service to advance food
safety, maintain clean and safe environments, and optimize water
and energy use. Ecolab’s innovative solutions improve operational
efficiencies and sustainability for customers in the food,
healthcare, life sciences, hospitality and industrial markets.
www.ecolab.com
Follow us on LinkedIn @Ecolab, Instagram @Ecolab_Inc, Facebook
@Ecolab and X @Ecolab.
(ECL-C)
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Torry Whitney +1-651-250-4724 MediaRelations@Ecolab.com
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