Is Your Favorite Brand Water-Positive? Discover the Revolutionary Water Sustainability Score
Water Sustainability Score isn’t just a rating system—it’s a reminder that the brands we choose every day carry real-world consequences.
Brands today aren’t just selling products—they’re shaping culture, influencing identities, and guiding how people express who they are. From the phone in your hand to the coffee you drink, every brand choice reflects personal values and aspirations.
But behind every logo and lifestyle is a footprint. As brands scale and thrive, their impact on natural resources grows—especially when it comes to water. Despite covering most of the planet, water remains one of the most misused and undervalued resources in modern production. And with rising environmental urgency, its sustainable use can no longer be overlooked.
COP28 today saw the launch of The International Water Sustainability Coalition, a joint initiative of AquaKraft Group Ventures (www.aquakraft.net) Leo Burnett India and UAE based Quazar Investments to address the burgeoning need of water sustainability and water security in the world.
Why Water Sustainability Needs Our Attention
Despite covering 71% of the Earth’s surface, freshwater is scarce and unevenly distributed. Industries across sectors—from manufacturing to hospitality—consume massive amounts of water daily. While some brands are making conscious efforts to minimize their usage, consumers are left with little insight into who’s truly making a difference.
Modern consumers are not only curious but increasingly concerned. They want to know what they’re buying, how it’s made, and what impact it has on the environment. That’s where the Water Sustainability Score steps in.
Introducing the Water Sustainability Score
To bridge the gap between brand accountability and consumer awareness, the Water Sustainability Score was launched—the world’s first transparent, easy-to-understand score that evaluates how responsibly brands use water.
Scored on a scale of 1 to 100, the rating reflects how water is sourced, consumed, wasted, or recycled across a brand’s supply chain. It provides a clear snapshot of a brand’s water footprint—from creation to consumption.
But it’s more than a metric. It’s a movement toward transparency, responsibility, and action.
🎥 Watch the powerful launch film
This beautifully crafted video tells the story of why water matters, how brands shape the world, and the need for a measurable, honest sustainability standard. It’s not just informative—it’s emotional, urgent, and deeply human.
Supporting Brands in Becoming Water Positive
The Water Sustainability Score doesn’t just identify problems—it offers solutions. Brands receive guidance and end-to-end support to help them:
- Reduce water consumption
- Implement recycling systems
- Improve sourcing methods
- Offset environmental impact
It’s a holistic system built to help companies actively improve their score over time and, more importantly, reduce their real-world water usage.
As brands take this commitment seriously, they can display their scores on packaging—just like the Green Dot or recyclable symbols—allowing customers to make informed, eco-friendly choices with confidence.
Bengaluru International Airport: Leading by Example
The first organization to adopt the water sustainability is the Bengaluru International Airport, India’s third-busiest airport, which welcomed over 16.2 million passengers in FY 2021–2022.
Given the sheer scale of operations, the airport’s initiative to become water positive is both bold and visionary. By integrating the Water Sustainability Score, it sets a benchmark for other high-impact institutions and demonstrates that sustainability is not just a trend—it’s a responsibility.
Its participation not only raises the standard but also amplifies awareness. With thousands of travelers passing through daily, the airport becomes a powerful stage for promoting sustainable thinking.
Why This Matters for the Future of Branding
Sustainability is no longer a “nice-to-have.” For forward-thinking brands, it’s a necessity. As audiences become more environmentally conscious, they expect transparency, accountability, and authenticity.
The Water Sustainability Score gives brands a tangible way to showcase their values and efforts. And for marketers, it opens the door to richer storytelling, purpose-led campaigns, and deeper consumer trust.
Final Thoughts
Water is life—and it’s time brands start treating it that way. With the Water Sustainability Score, we’re witnessing a shift where transparency becomes the norm, and sustainability is more than a buzzword.
As more companies get on board, the movement grows stronger—proving that doing good and growing as a brand can go hand in hand.
The question now is: Who will be the next to join?
Credits
Agency: Leo Burnett India / Mumbai + Aquakraft / Mumbai
Client: Aquakraft
This campaign is about:
water sustainability, water-positive brands, eco-conscious consumers, sustainable branding, sustainability score, marketing campaigns, Water Conservation, climate-conscious, Leo Burnett, AqVerium
