Studio Ecolab Watermark™

The Ecolab Watermark Study is an annual report that measures the state of water stewardship through its importance, usage, responsibility and connection to global trends, such as artificial intelligence, smart water management and extreme weather events, among key consumer populations around the world.

Read the 2025 Report in English

Water: The Hidden Cost and Opportunity of AI

Despite concerns, public sentiment is largely positive about AI’s potential to help solve water challenges.

Read the 2025 Report in English

Smart Water Management

Smart water reuse is key to sustainable business operations and meeting consumer expectations, making immediate action imperative for businesses.

Read the 2025 Report in English

The Power of Water Partnerships

To address persistent clean water concerns worldwide, businesses, governments and communities must unite in collaborative partnerships to unlock solutions.

Read the 2025 Report in English

Extreme Weather Events

Fueled by rising concerns related to extreme weather events including wildfires, heatwaves, and floods, consumers are calling on businesses to invest in sustainable water solutions.

Read the 2025 Report in English

Marking The State of Water Stewardship in an AI Driven Era

The world is experiencing increased demands on energy and water use, primarily driven by transformative technologies such as AI as well as extreme weather events and an evolving economy.

Entro il 2030, si stima che la crescita legata all'IA richiederà energia aggiuntiva equivalente al fabbisogno annuale dell'India¹ e il quantitativo di acqua pari a soddisfare il fabbisogno annuale di acqua potabile degli Stati Uniti².
Data centers could use more than 1 trillion gallons of fresh water annually by 2027³.
There is a projected 56% gap between freshwater supply and demand by 2030⁴ and the demand for water is projected to increase by up to 30% by 2050⁵.

As a global sustainability leader, Ecolab is helping solve these water challenges. Our 2025 study provides insights into the latest water perceptions and concerns, guiding businesses, governments and nonprofits to develop effective water strategies. Understanding public perception is essential to help inform these strategies and advance towards a water-secure future.

Key Findings From The 2025 Ecolab Watermark Study

Water: The Hidden Cost and Opportunity of AI

While many consumers recognize AI's substantial power consumption, fewer are aware of its significant water footprint. This awareness gap is particularly notable in Asia Pacific, IMEA, and Latin America.

Consumers’ perceptions of the extent to which each resource is currently used to support AI operations:

China

81% Energia
77% Water

IMEA

78% Energia
61% Acqua

America Latina

68% Energia
51% Acqua

Asia-Pacifico

60% Energia
43% Acqua

Europa

59% Energia
46% Acqua

United States

55% Energia
46% Acqua

While adults largely support businesses leveraging AI for sustainable resource management, they express lower trust in businesses to manage AI’s own power and water consumption without regulatory oversight.

Data illustrates agreement percentages:

Businesses should leverage AI
for responsible natural resource use

Trust in businesses to manage the power demands of AI operations responsibly

IMEA
2026

76%
63%

China
2026

72%
77%

America Latina

70%
49%

Europa
2026

54%
37%

Asia-Pacifico

51%
37%

United States

49%
39%

Illustration of water on a white background

Smart Water Management: Consumers Want Businesses to Reuse Water Smartly

Despite a widespread consumer belief that businesses should prioritize smart water management to address water scarcity, fewer people feel these companies are successfully putting water reuse solutions into practice.

Percent of consumers who believe businesses are reducing, reusing, recycling, restoring and recovering water throughout their daily operations.

United States

43%

Europa

44%

America Latina

48%

Asia-Pacifico

48%