GLOBE-Net, March 19, 2012 - A cold, frosty beer on a hot summer day is unlikely to generate contemplative thoughts on water sustainability. But it is something brewers would like everyone to consider. They certainly have.

Over the past two decades, Canadian brewers have reduced how much water is used in brewing by over 50 percent.  "Water is critical because it is both a finite resource and integral to brewing. Labatt employees implemented 815 water conservation innovations over the past few years alone," says Charlie Angelakos, Vice President, Corporate Affairs, Labatt Breweries of Canada.

Water conservation efforts by Labatt's and other companies is also what Canada's premier's would like every Canadian and every company to consider during Canada Water Week from March 19 to 25 and World Water Day on March 22.

The United Nations has released a study that says the world's water supply is being strained by climate change and the growing food, energy and sanitary needs of a fast-growing population. Demand from agriculture, which already sucks up around 70 percent of freshwater used globally, is likely to rise by at least 19 percent by 2050 as the world's population swells an estimated 2 billion people to 9 billion. As demand increases, supply in many regions is likely to shrink because of changed rainfall patterns, greater droughts, melting glaciers and altered river flows, according to the UN report.

The challenge today is how to meet ever-rising demand for food, feeds and fibre while faced with volatile markets and climatic uncertainty.

A separate water study by the Organization for Economic Cooperation and Development (OECD) released last week forecast world water demand would rise by 55 percent by 2050, with more than 40 percent of the global population likely to live in water basins facing water stress. The report says with limited supply, policymakers will have to better manage the competing demands of farmers, energy producers and humans demanding drinking water and sanitation. 

The premier's have released a statement encouraging everyone to consider their own "water footprint" and participate in community events that draw attention to local water issues and celebrate the freshwater connection we all share.

"By working together, we can identify best practices, lessons learned, and ensure our waterways remain healthy for generations," says British Columbia Premier Christy Clark, Chair of the Council of the Federation which comprises all 13 provincial and territorial Premiers.

Every Canadian province and territory is holding events and activities under the banner "Celebrating and Conserving Water across our Country".  Some of those initiatives include the Nova Scotia release of a water strategy progress report, highlighting achievements in the first year since the release of Water for Life: Nova Scotia's Water Resources Management Strategy. (The report can be found here.)  

In British Columbia, the government is developing a new Water Sustainability Actto better protect water resources, respond to current and future pressures on water and position the province as a leader in water stewardship. (More information on the act can be found here.)

The issue of water access and improving supply was also a topic of discussion at the recent GLOBE 2012 conference in Vancouver. Laurent Auguste, President & CEO of Veolia Water America, USA, Jane Pagel, President & CEO of Ontario Clean Water Agency and Chris Sacksteder, Global Strategic Marketing Manager of Industrial & Ultrapure Water, Dow Water & Process Solutions discussed how better management and stronger governance can lead to better water access for all users. 

In the U.S, major companies are also dealing with a growing concern over water availability and supply. "Water risk is emerging as one of the greatest threats to long term economic and environmental sustainability," says Jeff Fulgham, Chief Sustainability Officer for GE Power & Water. "Our customers around the world are addressing physical, operational, regulatory, social and reputational, and financial risks all relative to water."

The World Resources Institute, along with partners Goldman Sachs and GE, have launched the Aqueduct Alliance, a consortium of water experts from the private and public sectors, NGO's and academia exploring the stresses on water resources that pose threats to society and business. The initiative's centrepiece is the Water Risk Atlas, a publicly available interactive online mapping tool.

It provides a visual description of local-level stresses to water availability. It enables companies, NGO's, academics and public sector agencies to analyze and manage water-related risks. It also provides opportunities in the context of specific ecological and social impacts at the local and regional level. The information empowers all parties to collaboratively strategize on how to mitigate and adapt to changes while minimizing adverse outcomes for businesses and the communities they operate in.

When completed, the Atlas will include a global map for current and future water scarcity and water quality as well as detailed, multi-variable risk maps for the most water-stressed, economically significant river basins around the world.

So as we raise a beer or a glass during water week, we might think about where the water for that drink came from, and what we can do in the coming year to preserve and protect our most valuable natural resource.