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Perspectives on America’s Water August 2018

Learn more at nestle-watersna.com 2

Introduction

Our second annual, comprehensive

national study of American

Consumers and Experts from

across water, environmental and

infrastructure sectors to better

understand their outlook on access

to clean water.

http://www.nestle-watersna.com/



Survey Methodology

Penn Schoen Berland

(PSB) conducted

6,142 interviews online

in the U.S. among both

Consumer and Expert

audiences from

March 9 - 26, 2018.

Nationally representative sample of

4,000 U.S. adults, age 18 or older.

An additional 1,767 over-sample

interviews were conducted to enable

state-level analysis among 14 key

states in Nestlé Waters North

America’s overarching footprint.

n=5,767Consumers

n=375Experts

All numbers shown represent 2018 data unless stated otherwise.

All numbers are shown in percentages. Due to rounding, percentages may not always add up to 100.

Senior professionals who work in the

U.S. water, infrastructure, health, and

environmental policy:

n=75 Government Officials

n=75 Academics

n=75 NGO Employees

n=75 Utility Business Decision Makers

n=75 Engineers




Key States States with OversamplesN-size

2018

Arizona 211

California 530

Colorado 202

Florida 293

Maine 199

Massachusetts 201

Michigan 201

Missouri 199

New York 270

Oregon 200

Pennsylvania 200

South Carolina 200

Texas 383

Washington 211

Additionally, the survey oversampled respondents from 14 key states across Nestlé

Waters North America’s overarching footprint, for a deeper state-level analysis.




Demographics

Gender Consumers Experts

Male 49% 55%

Female 51% 45%

Generation Consumers Experts

Gen Z + Millennial 37% 42%

Generation X 29% 32%

Baby Boomers + Silent

Generation35% 27%

Marital Status Consumers Experts

Single 30% 19%

Married 47% 70%

Living Together 8% 5%

Separated, Divorced 11% 4%

Widowed 3% 1%

Where They Live Consumers Experts

City 31% 36%

Suburban 48% 53%

Rural 20% 11%

Home Water Source Consumers Experts

Municipal/Town/City 82% 90%

Well 12% 8%

Other 1% 0%

Not Sure/Don’t Know 5% 1%

All numbers shown represent 2018 data unless stated otherwise.

All numbers are shown in percentages. Due to rounding, percentages may not always add up to 100.



Americans Say U.S. Businesses Can Do More

Learn more at nestle-watersna.com

Americans Think U.S. Businesses Should Be Doing More to Contribute to Water Conservation Efforts

When asked to grade

U.S. businesses on how

often they contribute to

sustainability efforts, the

majority of Consumers

graded them with a “C”

– suggesting there is

room for more efforts to

be made.

53%of Consumers say that businesses in

the U.S. use too much water

67%of Experts say

that businesses in the U.S. use too

much water

7

Do you think businesses in the U.S. use… What level of priority should businesses in the U.S. give to each of the

following? (High priority)

Consumers say that businesses

should prioritize:

Reducing the amount of water they use in their

operations

81%

Using eco-friendly products

81%

Following a business standard for water

conservation

80%

Working with community groups on water-related

initiatives

70%

Educating community members on water usage and conservation

67%How would you grade businesses in the U.S. on each of the following? (See slide 10.)




53%

20%

1%

26%

67%

20%

1%

11%

Too much water The right amount of water Too little water Don't know

8

Majority of Consumers and Experts Believe Businesses in the U.S. Use Too Much Water

Though more than half of

Consumers are inclined

to believe businesses in

the U.S. use too much

water, more than a

quarter say they don’t

know. At the same time,

Experts are much more

likely to say businesses

use too much.

Consumers Experts

Do you think that businesses in the U.S. use…?




Do U.S. Businesses Use Too Much Water?

Do you think businesses in the U.S. use…? Too much waterWest: AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY

Midwest: IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, WI

Northeast: CT, ME, MA, NH, NJ, NY, PA, RI, VT

South: AL, AR, DE, FL, GA, KY, LA, MD, MI, NC, OK, SC, TN, TX, VA, WV

The majority of Americans

in key states agree with

Consumers at the national

level (53%) that U.S.

businesses use too much

water.

Consumers in California and

Michigan are far more likely

to think that businesses in

the U.S. use too much

water.

66%

57%

53%

53%

54%

59%

48%

56%

50%

44%

40% 59%

57%

64%

On par with the Consumer Average

Higher than the Consumer Average

Lower than the Consumer Average

53%ConsumerAverage




Report Card: U.S. Business Water Conservation

Both Consumers and Experts give businesses middling grades for how frequently they

contribute to most water conservation measures.

Donating

money to water

conservation

efforts

Consumers

Experts

C

C

Donating time

to water

conservation

efforts

C

D

Educating community

members on water

usage and

conservation

C

C

Following a

business standard

for water

conservation

C

C

Using eco-

friendly

products

C

C

Working with

community groups

on water-related

initiatives

C

D

About one-third of Consumers say they don’t know how to grade U.S. businesses on

each metric.

How would you grade businesses in the U.S on each of the following? When grading businesses, please consider using “A” if they perform this action all the

time, ranging to an “F” if they never perform this action.




Reducing Business Water Usage

What level of priority should businesses in the U.S. give to each of the following…? Reducing the amount of water they use in their operations (High priority) West: AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY




The vast majority of Americans in

key states agree with Consumers –

businesses in the U.S. should place

high priority on reducing the

amount of water they use in their

operations.

Residents in the West, particularly

those in California (90%) and

Oregon (92%) are more likely to

think that businesses need to

prioritize reducing their water

usage, compared to the national

average of 80%.

81%Consumer Average

On par with the Consumer Average

Higher than the Consumer Average

Lower than the Consumer Average

90%

85%

84%

83%

92%

85%

84%

84%

86%

85%

79% 86%

83%

83%




80%ConsumerAverage

12

Following a Business Standard for Water Conservation

More than 8-in-10 Consumers

throughout the key states agree

that businesses in the U.S. should

prioritize following a business

standard for water conservation.

Residents in California, Oregon,

and Missouri are particularly

more likely to think that setting

and following a business

standard is important.

On par with the Consumer average

Higher than the Consumer average

Lower than the Consumer average

88%

82%

85%

83%

88%

81%

83%

82%

82%

82%

80% 84%

88%

85%

What level of priority should businesses in the U.S. give to each of the following…? Following a business standard for water conservation (High priority) West: AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY







Valeria OrozcoDirector, Sustainability

“There is a clear call to action for the business community to

do more when it comes to protecting our water resources.

That’s why Nestlé Waters has committed to certifying 100

percent of our facilities around the world according to the

Alliance for Water Stewardship Standard. This is our way of

ensuring and demonstrating that our water use is not only

environmentally sustainable, but also socially equitable and

economically beneficial to the local community.”



Water Conservation Is Top Priority for Americans


55%

19%

9% 8% 9%

60%

19%

8% 7% 6%

0%

10%

20%

30%

40%

50%

60%

70%

Daily Weekly Monthly Less than monthly Never

15

Americans Think About Their Personal Water Usage Daily

More than half of

Consumers and

Experts say they

think about their

water usage on a

daily basis.

How often, if at all, do you think about how much water you use?

Consumers Experts




Most Consumers and Experts don’t run their washing machines or dishwashers before they’re full

16

Americans Make An Effort to Use Their Appliances Efficiently

True

False

True

False

Consumers Experts

Which of the following, if any, is true for you?

76%of Consumers say they

don’t run their

washing machine

before it's full

64%of Consumers say

they don’t run their

dishwasher before it's

full

79%of Experts say they

don’t run their

washing machine

before it's full

78%of Experts say they

don’t run their

dishwasher before

it's full




Americans Are Willing to Conserve More

11% 11% 13% 12% 8% 6%13% 14%

8% 7% 8% 5%

43% 46% 41%38% 42%

39%

43% 42%44% 43%

46%41%

46% 43% 45% 49% 50%55%

44% 43% 48% 50%47%

54%

Bathing Laundry CleaningToilet Use Cooking Recreational Use

Actively

trying to

conserve

Willing to

conserve

Not willing

to conserve

Consumers

Experts

The majority of Consumers and Experts are split between actively conserving water and saying

they currently don’t, but are willing to, across a range of daily activities.

When doing each of the following, please indicate if you… Are actively trying to conserve water, would be willing to try to actively conserve water; or are not

willing to try to conserve water?




Despite a willingness to conserve water, a substantial portion of both Consumers and Experts say

they don’t know enough ways to conserve water in their daily activities.

18

Americans Desire More Knowledge About Water Conservation

77% 73% 72% 72% 71% 70% 63%

23% 27% 28% 28% 29% 30% 37%

75% 70% 66% 71% 71% 64% 64%

25% 30% 34% 29% 29% 36% 36%

0%

50%

100%

150%

200%

250%

Bathing Laundry Cleaning Drinking Toilet Use Cooking Recreational Use

Consumers

Experts

For each of the following, would you say you know…

Experts: Know enough ways to conserve water

Experts: Don’t know enough ways to conserve water

Consumers: Know enough ways to conserve water

Consumers: Don’t know enough ways to conserve water




B C F F F F

B B F F C F

Report Card: Personal Ratings on Water Conservation

Consumers and Experts feel good about their day-to-day water conservation activities, but admit

they do not contribute to larger community-oriented efforts frequently enough.

Donating

money to water

conservation

efforts

Consumers

Experts

Donating time

to water

conservation

efforts

Educating community

members on water

usage and

conservation

Conserving water

at home

Using eco-

friendly

products

Working with

community groups

on water-related

initiatives

Thinking about your actions, and how you use water on a day-to-day basis, how would you grade yourself on each of the following? When grading yourself,

please consider using “A” if you perform this action all the time, ranging to an “F” if you never perform this action.




Consumers Engage in a Wide Range of Personal Activities to Help Protect the Environment

In general, which of the following behaviors, if any, do you engage in to help protect the environment? Please select all that apply.

Question only asked among Consumers

Almost 6-in-10 Consumers reduce their water usage, as well as recycle and manage their use of

disposable products, to help protect the environment.

73%

58% 56% 55%49%

46%

33%28% 27%

19%15%

9%

Recycle whenever

possible

Reduce water

usage

Use reusable mug

and avoid

disposable cups,

plates, silverware,

etc.

Go paperless

whenever possible

Purchase energy

saving appliances

for your home

whenever possible

Unplug electronic

devices when not

in use

Utilize home

heating/cooling

thermostat with an

energy saving

component, i.e.,

timed to cut back

usage at regular

intervals

Purchase

green/sustainable

products

Support/buy

products/services

from

environmentally

conscious brands

Compost

household/yard

waste

Use public

transportation

whenever possible

Use renewable

energy (e.g. solar

panels)



Water Contamination Is a Top Concern and Solutions Focused on Addressing It Are Seen as Essential Shot at Fuller Lake, near Lukens Springs, CA


7-in-10 Consumers and Experts Agree that Contamination is the Biggest Threat to Clean Drinking Water

22

Consumers and

Experts agree that

contamination is

the biggest threat

to water sources,

followed by

infrastructure and

depletion of water

sources.

Consumers Experts

67%

55%49%

40% 40%

67%

60%54%

48%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Contamination Infrastructure Depletion of water

sources

Mismanagement of

resources

Drought

In your opinion, what are the biggest threats to clean drinking water in the U.S.? Please select all that apply.

Showing Top 5 Selected, Ranked by Consumers




Top Threats to Clean Drinking Water: Regional Consumer Differences

Contamination 67%

Infrastructure 55%

Depletion of water

sources 49%

Drought 40%

Mismanagement of

resources40%

Natural disasters 36%

Increased demand 35%

Flooding 27%

Policy and regulatory

changes26%

Biggest Threats Among Consumers

Nationally…

Consumers in each

region align with

Consumers at the

national level —

contamination is the

biggest concern.

Drought is the second

biggest concern for

Consumers in the West,

while infrastructure is a

significant concern for

other regions.

Contamination: 64%

Drought: 56%

Contamination: 68%

Infrastructure: 58%Contamination: 69%

Infrastructure: 58%

Contamination: 67%

Infrastructure: 53%

Midwest

West

Northeast

South

In your opinion, do you believe the drinking water in your community is more or less available in the next 10 years? West: AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY




23




31%

27%

22%

12%

6%

2%

31%

28%26%

12%

2% 1%

0%

5%

10%

15%

20%

25%

30%

35%

Infrastructure Conservation Innovation Alternative sources None of the above Other

Approaches Focused on Addressing Existing Systems and Solutions are Seen as Most Impactful Among Consumers and Experts

24

Americans believe

that addressing

existing solutions

such as

infrastructure and

conservation are

more of a priority

than completely

new solutions.

Consumers Experts

When thinking about possible approaches to addressing access to clean water in the U.S., which of the following do you believe will have the greatest impact?




Approaches to Solutions Vary by Generation

When thinking about possible approaches to addressing access to clean water in the U.S., which of the following do you believe will have the greatest impact?

Innovation InfrastructureAlternative

SourcesConservation

Younger 26% 27% 10% 31%

Gen Z 28% 26% 6% 35%

Millennial 24% 28% 14% 26%

Older 19% 34% 11% 28%

Gen X 21% 32% 12% 26%

Baby Boomer 20% 31% 10% 29%

Silent Generation 16% 38% 9% 29%

Younger: Gen Z (age 18-21) + Millennials (age 22-37)

Older: Gen X (age 38-53) + Boomers (age 54-72) + Silent Gen (age 73-90)

Younger generations

are more likely to

see innovation as a

solution to water

issues than older

generations who

believe focusing on

infrastructure and

existing systems will

have the greatest

impact.




Investing in Infrastructure Now

How much do you agree or disagree with the following statement?

If we don’t proactively invest in the water infrastructure system in the U.S. now, it will end up costing us more in the long run.

say if we don't invest in the water

infrastructure system in the U.S. now, it

will end up costing more in the

long run.

96% of both Consumers and Experts




88%

77% 76% 75%

62%

49%

35%36%

23%

37%

59%

42%46%

24%

Clean drinking water Electricity Sewer services Roads and bridges Recycling services Public transportation Mobile connectivity (e.g.,

4G/LTE)

Drinking Water Infrastructure is Important, but Underperforms

Difference Between Importance of Infrastructure Type vs. How Well Consumers Believe it

Performs

How important do you consider each of the following types of infrastructure? (Clean drinking water)

In your opinion, how would you rate the existing infrastructure in the U.S. at delivering each of the following products or services? (Clean drinking water)

Despite its extremely high importance, Consumers and Experts agree the U.S. is underperforming on clean

drinking water infrastructure.

Clean Drinking Water Infrastructure is Very Important

Clean Drinking Water Infrastructure in the U.S. is Fair/Poor

27




8%

34%

20%

4%2%

10%

20%

45%

28%

8%6% 6% 5%

2%

Clean drinking water Roads and bridges Electricity Sewer services Recycling Services Public transportation Mobile connectivity (e.g.,

4G/LTE)

28

A Perceived Gap in Infrastructure Funding

In the U.S., what type of infrastructure do you think currently receives the most funding?

In the U.S., what type of infrastructure do you think should receive the most funding?

Consumers and Experts agree that while roads and bridges currently receive the most funding, clean

drinking water infrastructure should receive more.

Type of infrastructure that currently receives the most funding

Type of infrastructure that should receive the most funding

Infrastructure Types that Currently Receive the Most Funding vs.

Infrastructure Types that Should Receive the Most Funding




65%61%

54% 54% 54%

66% 64%60%

52%55%

0%

10%

20%

30%

40%

50%

60%

70%

Early detection systems to

identify contamination in

water supply

New technology to restore

contaminated water to safe

drinking water

Better efficiency measures

in water collection and

purification methods to

save time and money

Infrastructure initiatives to

use natural systems to filter

and store water

Infrastructure initiatives to

replenish depleted water

sources

Contamination Solutions Are Seen As Most Important

29

Solutions focused

on identifying and

addressing

contamination are

viewed as most

necessary among

Consumers and

Experts.

Consumers Experts

How necessary do you think it is to invest in the following to deliver clean drinking water?

Solutions: Very Necessary to Invest In




Responsibility for Water-Related Innovation Should Be Shared

In your opinion, which of the following should play a role in promoting water-related innovations?

Please select all that apply.

Governments = the average of % selecting local government, state government, and Federal government

Governments Consumers Businesses

58% 40% 37%

66% 50% 55%

Consumers Experts

Consumers and Experts place most responsibility on governments to promote solutions.

However, businesses and consumers are expected to participate as well.

Consumers

Experts



Additional Findings


27%25%

23%

14%

10%

1%

32%

22%

25%

16%

5%

0%0%

5%

10%

15%

20%

25%

30%

35%

Clean Water Sleep/rest Healthy Foods Exercise Medical care Other

32

Americans Say Clean Water is the Most Important Element to Their Day-to-Day Health

Americans say that

clean water is the

most important

factor to living a

healthy life, even

more so than

eating healthy

foods and getting

enough sleep.

Consumers Experts

Which of the following would you say is the most important to your day-to-day health?

Which of the following would you say is the most important to your day-to-day health?




Similar to Last Year’s Findings, Americans Say Clean Water Is the Most Important Natural Resource, Even More than Clean Air

91%85%

49%

97%92%

66%

Clean drinking water Clean air Renewable energy sources

In 2017, nearly 87% of Consumers and 94% of Experts believed clean water is the most essential natural resource – outweighing clean air.

How important are each of the following natural resources in your daily life? 33

Consumers Experts




4%

31%

54%

11%7%

35%

50%

8%

41% of Consumers

and 47% of Experts

think clean drinking

water will be less

available in the next

decade.

A crisis

A major issue

Minor issue

Not an issue at all

A crisis

A major issue

Minor issue

Not an issue at all

65%Experts

58%Consumers

34

Approximately 6-in-10 Consumers and Experts Say Water Problems in the U.S. Are Either in Crisis or a Major Issue

Do you believe water problems in the U.S. today are...?

Do you believe each of the following natural resources will be more or less available in the next 10 years? [Clean drinking water]




Majority of Consumers Believe Clean Drinking Water is in Jeopardy, Compared to Most Other Natural Resources

Do you think access to each of the following natural resources is currently in jeopardy?

71%

65%

51%47%

41% 40%

29%

35%

49%53%

59% 60%

0

0

0

0

0

1

1

1

1

Clean air Clean drinking water Oil Coal Renewable energy sources Natural gas

Consumers In Jeopardy Not in Jeopardy

75%of Experts Say

Clean Drinking Water

is in Jeopardy




A Substantial Portion of Americans Believe Access to Clean Water Is in Jeopardy in the U.S. and More Locally

Consumers Experts

Do you think that access to clean water [globally / in the United States / in your state / in your community] is in jeopardy, not in jeopardy, or are you not sure?

Globally 72% 85%

In The United States 45% 53%

In Your State 27% 33%

In Your Community 22% 23%

While Consumers and

Experts believe that

water access issues

are most pressing

globally, there is

concern at the

national, state and

local levels.

Access to Clean Water Is in Jeopardy




1-in-5 Consumers Are Unsure if the Water in Their Community is Safe

79%

12%

9%

65%

14%

21%

Yes Don’t KnowNo Yes Don’t KnowNo

Do you think the drinking water in your community is safe? 37

21%Consumers

9%Experts




64%

59%

36%

41%

Experts

Consumers

74%

67%

26%

33%

Experts

Consumers

38

Americans Question Cleanliness of Water in Homes and Schools

Although the

majority assume tap

water is safe to

drink, a substantial

proportion of both

Consumers and

Experts question

the cleanliness of

tap water at home

and in schools.

I question whether the

water is clean and safe

I assume I get clean,

safe drinking water

At School

At Home

Which of the following is closest to your view?

When I turn on my tap in my home…

When children at schools in the U.S. turn on the tap….




More than 4-in-10 Respondents Are Concerned that Clean Drinking Water Will Become Less Available in the Next Decade

Do you believe the following natural resources will be more or less available in the next 10 years? (less available)

54% 54%

49%

41%

31%

17%

57% 56%

51%47%

44%

12%

0

0

0

0

0

1

1

Coal Clean air Oil Clean drinking water Natural gas Renewable energy sources

Chart Title

Consumers Experts




3%

7%

4%

5%

13%

17%

50%

47%

30%

24%

40

Majority of Consumers Believe Climate Change Has an Impact on Access to Clean Water

A great deal of impact

Somewhat of an impact

Not that much of an impact

No impact at all

I do not believe in climate change

A great deal of impact

Somewhat of an impact

Not that much of an impact

No impact at all

I do not believe in climate change

How much of an impact do you believe climate change has on access to clean water?

Consumers

Experts



Perspectives on America’s Water August 2018

perspectives on america’s water - nestle-watersna.com · learn more at nestle-watersna.com 2...

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