Diageo: Why are Consumers Becoming More Water Conscious?

Multinational alcoholic beverage company Diageo has released its Water Sustainability report (WSR) and data shows that globally, water sustainability is becoming a priority.
Across analysed markets, Diageo has found that people seek information on water sustainability more than they discuss it.
However, online conversations surged 186% last year – indicating growing debate and engagement.
With global demand for freshwater expected to exceed supply by 40% by 2030, it's no wonder why people are finally talking about it.
What’s inside Diageo’s report?
The WSR states that interest in water sustainability is growing due to climate change, population growth and industrial demands.
Although consumers are interested, they remain skeptical due to the concerns about greenwashing, lack of transparency and inconsistent industry standards.
The report shows that consumers who are emotionally invested via storytelling of recent incidents, increases consumer interaction by 33%.
Another way to increase in engagement and awareness is through seasonal trends and days like World Ocean Day.
The news of water sustainability is becoming more widespread, especially since now people are understanding the impact it can have on daily life and social aspects.
The agriculture and manufacturing industries generate the highest volume of water-related discussions, primarily focusing on sustainability and pollution.
The alcohol and beverage industry faces increased scrutiny due to its high water consumption, a huge impact on people’s social life.
Soft drink and fashion brands engaging in conservation projects receive mixed reactions from consumers, likely linked to recycling and circular economy.
Whilst water sustainability influences such a broad range of life aspects, water pollution and contamination is the most frequently discussed topic on social media and search engines.
Global water sustainability
In the WSR, there are market specific insights that relate to each country, their trends but also future opportunities to make an impact.
The US
Water treatment and pollution was the lead topic for the country, linked heavily with the flint crisis that began in 2014 – opening a huge want for water quality reports and clean water investments.
- Declared a public health emergency in Flint, Michigan, that began in 2014 when the city switched its water source from Lake Huron to the Flint River to cut costs. The highly corrosive river water caused lead from aging pipes to leach into the drinking supply, leading to widespread contamination. Residents reported foul-smelling, discoloured water and independent tests revealed dangerously high lead levels. A state of emergency was declared in January 2016 as the crisis led to severe health consequences, including illnesses and at least 12 deaths. Children, particularly vulnerable to lead exposure, faced long-term impacts on brain development, physical growth and overall health.
US consumers were most interested in water filtration, wastewater treatment but also, transparency from corporate claims.
India
The biggest topic was water pollution and festival-linked contamination – festivals and other seasonal events, like monsoons, lead to seasonal peaks in interest.
India is prompted to provide educational content on industrial waste impact, along with conservation techniques.
Mexico
Consumers are experiencing water scarcity and management concerns, with consumer engagement being largely community-driven, causing a strong demand for improved infrastructure.
Brand-led water sustainability projects have the potential to gain traction, they often face skepticism from the public.
The UK
Water resources and quality are key topics of discussion, with consumers particularly focused on water pollution caused by sewage and expect greater corporate responsibility.
Opportunities lie in increasing transparency and involving consumers in water-saving initiatives.
Spain
Water treatment and scarcity, particularly due to drought conditions, are major concerns with consumers showing a growing interest in home water solutions and government action to improve infrastructure.
Effective messaging should emphasise personal water consumption and smart water technology to resonate with the audience.
Turkey
Water sustainability and management are leading topics, whilst consumers are proactive about conservation, overall search volume remains low – content that connects sustainability efforts to personal consumption could help increase engagement in the region.
East Africa and Nigeria
Water pollution and access to clean water are the most pressing concerns, consumers are particularly worried about poor sanitation and inadequate infrastructure.
Supporting regulatory initiatives, such as the UN Sustainable Development Goal 6, presents an opportunity to address these challenges and drive engagement.
Future recommendations
The WSR states general future recommendation that can be taken, these being:
- Be authentic and transparent: Avoid greenwashing; provide tangible impact data.
- Use storytelling and emotive messaging: Consumers respond positively to hopeful, inspiring narratives.
- Align with seasonal trends and key events: Capitalise on awareness days like World Ocean Day.
- Leverage digital and social media: Use influencers and partnerships to boost credibility.
- Community engagement matters: Consumers favor tangible, local projects over broad corporate statements.
Deb Caldow, Global Marketing and Sustainability Director at Diageo comments: “Water is in every product we make at Diageo, which is why water stewardship is a key pillar within our sustainability strategy.
"This report proves that water sustainability is a rising online topic amongst consumers, and its valuable insights will allow us to authentically share our progress on water stewardship, through fresh storytelling. We hope that others in the industry find the report as useful as we do.”
Overall it's evident that globally there are concerns for water sustainability however, it differs between countries due to weather, the economy but also the general way of life.
To provide sustainable water use globally, it lies in the hands of local and global governments.
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand