We usually wait until January to predict big issues, but this one is rising fast. So here goes—the profound impact of water already experienced in agriculture and food has also become a major issue with consumers, businesses and the general public—and not just in areas of scarcity. Fortunately, appropriate responses are underway. Consider these facts then ask yourself if you are doing enough to protect your future water challenges and risk:

Here are six things you need to know to stay on top of this trend.

  • It’s hot. It’s wet. It’s dry. Whether you want to call it shifting weather patterns, a long-term cycle or climate change, unprecedented temperatures of 109 in Paris are real. Water becomes one of the first casualties in these conditions.
  • Some companies are already shifting water issues from Corporate Social Responsibility to an enlightened business proposition. Consider Procter and Gamble’s effort to create products that radically decrease the amount of water used in modern homes—the 50 Liter Home:
  • Growing food and fiber needs account for approximately 70% of the world’s water. (Project that out to food needs in 2050!) Whether through bringing some crops indoors with controlled environmental agriculture, efficiently irrigating with the help of computerized systems or creating crops that thrive with less water, farmers will need to look at various ways to decrease their water reliance.
  • Artificial Intelligence (A.I.) will drive efficiency in ag and food production in ways we do not fully understand. Consider the facts in this article fromm Quartz. With water, however, there is often a big problem, lack of enough data to plug into systems.

C.O.nxt Insight

Water is a critical resource too often taken for granted until it becomes scarce. Unlike energy, there is no substitute. Ag and food production will continue to be pressured as water resources are stressed in the years ahead. We are working with forward-thinking clients like The Illinois Soybean Association to engage with the issue and articulate a strong voice on this critical topic.

Have you considered your water risk? Are your plans and positions clear? We can help you chart a course.

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Published On: August 13th, 2019Categories: Brand Strategy and Development

C.O.nxt Insight.

Our team of subject matter experts focuses on food and agriculture—farm field to processing to entrée on a plate. We can help you build a new brand, protect an old one or target customers to foster sales. Let’s talk when the time is right to handle your next strategic marketing and communications challenge: Marcy Tessmann, marcy@co-nxt.com.


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