What is Water Positive
The idea of Water Positive did not emerge overnight. The term began to emerge in the early 2000s, particularly within the construction industry, where practices such as rainwater harvesting were introduced to reduce dependence on freshwater resources.
At that time, the focus was on minimizing impact, part of a broader effort to define what “zero impact” buildings could look like, integrating the efficient use of energy, water, materials and land.
As global pressure on freshwater resources increased, the concept evolved beyond construction and began to expand across industries. Inspired by ideas such as carbon neutrality, Water Positive introduced a new ambition: not only reducing impact, but achieving a net positive contribution to water systems.
Expansion of the concept
As water scarcity became a global challenge, industries began to adopt more ambitious approaches to water management.
Early leaders, particularly in the beverage sector including companies such as PepsiCo, The Coca-Cola Company and AB InBev — set commitments in water-stressed regions, investing in efficiency, community projects and water restoration initiatives.
With the introduction of the Sustainable Development Goals in 2015, and growing societal pressure for more sustainable practices, the concept gained momentum. By 2020, companies across sectors, from technology to consumer goods, began committing to becoming Water Positive between 2030 and 2050.
The real challenge: water under pressure
Water’s value is absolute, but its supply is uneven and increasingly strained. Although water covers around 71% of the Earth’s surface, only a small fraction is accessible freshwater. Most of it is either saline, locked in glaciers, or stored deep underground.
At the same time, human activity continues to intensify demand. Much of this pressure comes from industry and production systems, which account for nearly 90% of global water consumption. This places significant pressure on already limited resources — a trend that has accelerated sharply over the past century.
Source: Water Data snapshot 2025, FAO
Water is not only a natural resource. It is a cornerstone of the global economy. Its total economic value has been estimated at around $58 trillion annually, equivalent to nearly 60% of global GDP.
This reflects not only its direct use in agriculture, industry and households, but also the essential role of freshwater ecosystems in sustaining food systems, energy production and economic stability.
Only 0.5% of Earth's water is accessible freshwater
From pressure to possibility
If the challenge is clear, so is the opportunity. While much of the world’s water is either inaccessible or under pressure, new approaches are emerging to rethink how we produce, use and regenerate water. At the core of the Water Positive concept is a shift in mindset: moving from reducing impact to actively restoring water systems.
This means going beyond efficiency and conservation, focusing on solutions that can generate new water resources, reduce dependence on overexploited sources and restore balance in water-stressed regions. Among these, non-conventional water sources play a key role.
Technologies such as desalination and water regeneration make it possible to produce reliable, scalable and climate-resilient water supplies, working in parallel with the natural cycle. Rather than extracting more from limited reserves, the goal is to expand the available resource and ensure that human activity contributes positively to the global water balance.
This work is made possible by a global network of experts driving the Water Positive approach forward.