Luxury Brands Resolving the H20 Global Crisis
Can you imagine living a life without access to clean water? This unique chemical compound is the one and only superstar of existence. Without it, we can’t enjoy our favorite beverages, bathe, build eco-friendly cars—and most importantly, live. Water matters; there’s no doubt about it!
Here’s the math. There’s about 326-million-trillion gallons on Earth, 98% of which is seawater; so that’s a no-go for drinking—at least, for now. Only two-percent is drinking water; but 1.6% of it is locked in the polar caps and we really don’t want to be melting those. About 0.36% of water is in underground wells and aquifers, and while we could theoretically access those, pumping can cause ground water withdrawal & collapsing. Hence, a global subsidence issue in places such as Mexico City, Shanghai, Venice and New Orleans.
Are we running out of clean water? Even though we have access to all this water, we’re only left with 0.36% of freshwater to share among 6-billion people on the planet. According to charitywater.org, there are more than 800-million people without access to clean water. Think about it; out of 9 people, one of us is without fresh water. Dirty water kills more people every year than all the wars and other violence combined.
In the 2014 World Economic Forum (WEF), water sustainability was officially recognized as one of the top global threats for corporations in this century. What does this mean? Essentially, all production lines require water. The foods you’re eating, the clothes you’re wearing and the chair in which you’re sitting. Heck, the Internet requires water! Where do you think your fiber optic cables, your computer and the servers you’re using come from?
A sector that had previously been on the water-wasting radar, was the hospitality and tourism industry. Let’s face it, washing all those linens and towels, keeping all those beautiful bubbling fountains, clear watered pools and lush gardens take its toll.
Fortunately, the hospitality and tourism industry has taken big steps toward sustainability that will save them money, reduce their impact on clean water availability and will pay it forward by funding new wells for people who have no access to clean water. We welcome with open arms the Whole World Water Initiative.
The idea behind Whole World Water is that drinking water from commercially-bottled brands isn’t cool anymore. Eco-friendly hotels sell locally filtered water to their guests and contribute 10% of the profit to Whole World Water fund. In this process, they reduce the use of plastic water bottles and the carbon footprint of transporting them; while supporting philanthropic projects to bring clean water to communities in need. In a nutshell, this fund is a profitable initiative aiming to eradicate a major global issue.
Who’s behind this initiative? Sir Richard Branson, an adviser of Whole World Water and partner of Water Forward, has implemented this process in all of its Virgin Hotels. Branson believes in undertaking some of the world’s hardest social and environmental difficulties. For example, in 2006, he made a 10-year commitment to include 100% of Virgin transportation profits to renewable fuels, and resource-efficiency businesses and research. In 2010, he launched the Carbon War Room, to mobilize capital, innovation, expertise and entrepreneurs to progress climate change efforts.
The five-star luxury brand, Ritz-Carlton Hotel Co., is another member behind this Whole World Water Initiative. In 2010, Ritz Carlton partnered with Primato create a break through water bottle that is rich in sustainability. The all natural bottles are made 100% from plants and can decompose in 30 days, in a commercial composting facility. Moreover, they can be reprocessed and remade 100% into new bottles, if need be.
As a fulltime resident of a Ritz Carlton branded property, I pick up a free bottle or two from the valet, before my morning drive to work. So next time you’re lounging in a Virgin or Ritz-Carlton hotel, feel good about drinking their locally sourced water. You’ll be doing it for the greater good!
Ocean’s Eleven actor, Matt Damon, is also serious about clean water. He is the co-founder of water.org, an organization committed to providing clean water to less fortunate countries around the world. By involving the local community in the process of designing, building, drilling and maintaining their water system, they aim to empower the locals and make them active participants of their own development. Also, water.org developed an ingenious system of micro-loans and micro-financing through partner organizations.
If you want to get further involved in the cause, there’s another fresh idea knocking about with Branson’s, Water Forward: Charity Water. Through their nifty project, 100% of its donations go to fund clean-water projects around the world. The charity has already funded 11,621 projects, and counting, that provide clean water to 3.2 million people in 22 countries.
Water is the basis of life, and without access to clean water, there’s no chance for development. People and corporations all around the world are taking action to bridge the gap between those who have clean water and those who don’t. You can join their efforts by partnering with Damon’s Water.org or Branson’s Water Forward. If you’re in the hospitality and tourism sector, go to Whole World Water and check out how you can join the sustainable crowd. While you’re making a difference in the world, you’ll also feel like a star, alongside Matt Damon’s and Richard Branson’s team. How cool is that?