Clean Water Initiative Trends

TREND 1: Clean Water is a Finite Resource that Requires Infinite Efforts to Conserve It

As life and businesses across the globe are inching back to pre-COVID status, sustainability of water as a resource is coming back as a focus—and is a major concern!

Given that water touches all aspects of our lives, awareness about it being a “finite” resource still remains abysmally low. Individuals, businesses, communities, government and regulatory bodies require concerted efforts to make an impact. People are realizing that mere commemoration on a particular day will not create the impact. There is an immediate need to pool efforts together; we need infinite, unrelenting and continuous efforts to conserve water.

Businesses will realize the importance of this scarcest resource on our planet.

Govardhan Ecovillage. Available at:

TREND 2: Water Poverty: Efforts to shrink the divide between “haves” and “have nots”

There is a disparity in the usage of water. Water over-use by some is at the cost of others’ share of this precious natural resource, which should be freely available to all.

Water and gender equality are inextricably linked. Even today, the women and girls of developing countries have the primary responsibility for the household management of water. This essential and daily task preoccupies them to the point of preventing them from education or occupation.

Gender sensitive approaches are instrumental in improving the suitability and reach of water services. Women-led design approaches and implementation at grass root level is proving successful.

Water and Gender. Available at:

TREND 1: Water is more than just H20 

Water is more than just H2O; it is Power, a life-giver!

It carries trace elements that are essential for metabolic processes in the body. It is a common household practice in Kerala, a South Indian state, to drink ginger or cumin-infused hot water to improve digestion and the absorption of nutrients.

Drinking water infused with herbs and fruit and vegetable extracts and enriched with minerals, proteins and vitamins is trending in markets today. Functional water, or the aquaceutical market, is predicted to grow at the rate of 7% during the period 2020–25 through online retail channels, especially post-COVID-19. The full potential is “untapped” as yet.

TREND 2: “Pristine” replaces “clean”

COVID-19 brought a never-before impetus to sanitize everything and wipe it clean.

Even the individuals who did not care that much about “sanitation and hygiene” before are fully aware and practicing higher standards of cleanliness for themselves, their families, and those around them. In the post-COVID-19 era, just “clean” won’t do—it has to be “pristine”! And, by pristine, we don’t mean “over-sanitization.” Instead, we mean an “unpolluted” form.

And, we are not just talking hands or dinner plates here. It will be for anything and everything that can be “sensed” via our good old five senses, namely sight, taste, smell, hearing and touch!

TREND 3: Consumers take water quality into their own hands

A consumer-led revolution and co-creation of solutions for water quality and quantity management will be trending in the future. The International Water Association predicts that consumers will get connected directly with the quality, quantity and management of water, thanks to digital technology, AI/ ML and IoT.

Data analytics and smart technologies will be widespread in the water markets to improve process efficiency, conservation and customer service.

TREND 4: Renewable energy sources for last-mile connectivity to water

Usage of wind power and solar power will have newfound impetus toward improving last-mile water connectivity by water-pumping to remotely located communities worldwide.

Aerogenerators that are wind-solar hybrid systems for decentralized power generation will become more popular due to improved technology, leading to lower set and maintenance costs.

Global conglomerates will continue to pump in R&D toward solar-powered pumps as they help to conserve this vital resource by drawing water from underground multiple water sources as per requirement. Solar Powered Water Pump for Irrigation – Tata Power

TREND 5: “Water Neutral” will be the new Carbon Neutral 

The poisoning of pipes and indiscriminate use of water jugs and plastic water bottles are pushing even the most developed nations toward water scarcity.

Riding on the wave of the new buzzword “sustainability,” we foresee that almost all major hospitality players will make “water neutrality” the new priority in their CSR (Corporate Social Responsibility) portfolio.

“Soneva has been a pioneer in sustainability practices. In 1998, it was one of the first hotel companies in the world to ban plastic drinking straws and, 10 years later, prohibit imported bottled water. Instead, it filters and mineralizes its own water on-site, which it sells to guests—the proceeds of this fund 500 clean water projects globally. In addition, the Soneva Foundation has raised more than US$6M (€5M, £4.3M) to support a wide range of environmental projects and initiatives.” Spa people – Sonu Shivdasani |