Running dry

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: “Water is the oil of the 21st century,” declares Andrew Liveris, the chief executive of Dow, a chemical company. Like oil, water is a critical lubricant of the global economy. And as with oil, supplies of water—at least, the clean, easily accessible sort—are coming under enormous strain because of the growing global population and an emerging middle-class in Asia that hankers for the water-intensive life enjoyed by people in the West.

Oil prices have fallen from their recent peaks, but concerns about the availability of freshwater show no sign of abating. Goldman Sachs, an investment bank, estimates that global water consumption is doubling every 20 years, which it calls an “unsustainable” rate of growth. Water, unlike oil, has no substitute. Climate change is altering the patterns of freshwater availability in complex ways that can lead to more frequent and severe droughts.

Untrammelled industrialisation, particularly in poor countries, is contaminating rivers and aquifers. America’s generous subsidies for biofuel have increased the harvest of water-intensive crops that are now used for energy as well as food. And heavy subsidies for water in most parts of the world mean it is often grossly underpriced—and hence squandered.

All of this poses a problem, first and foremost, for human welfare. At the annual World Water Week conference in

Stockholm last week, delegates focused on measures to extend access to clean water and sanitation to the world’s poor. But it also poses a problem for industry. “For businesses, water is not discretionary,” says Dominic Waughray of the World Economic Forum, a think-tank. “Without it, industry and the global economy falter.”

Water is an essential ingredient in many of the products that line supermarket shelves. JPMorgan, a bank, reckons that five big food and beverage giants—Nestlé, Unilever, Coca-Cola, Anheuser-Busch and Danone—consume almost 575 billion litres of water a year, enough to satisfy the daily water needs of every person on the planet.