Online consumers are increasingly interested in water sustainability

28 Jan 2025 Sustainability

Online interest in water sustainability is escalating, according to a new report by Diageo. New insights reveal that social media conversations on this topic have nearly tripled in the last year, up by 186%.

Online interest in water sustainability is escalating, according to a new report by Diageo. New insights reveal that social media conversations on this topic have nearly tripled in the last year, up by 186%.

The report, titled‘How can brands successfully communicate on water sustainability actions?’, is designed to offer marketers insight into how brands can best communicate on this topic around the world. Some of the key findings on water sustainability conversations include:

  • Social media conversations nearly tripling in the last year (+186% YOY).
  • A combined search and social volume of 94.3mn.
  • Water pollution is the main topic driving search interest and social media conversation globally.
  • Water and climate change themes make up 28% of all water sustainability conversations, and social mentions call out drought crisis as a leading topic. 
  • Interest in water sustainability predominantly comes from the US, India and Mexico, with consumers focusing on specific topics relating to their country’s context.
    • Indian consumers are particularly concerned about water quality during the monsoon season and religious festivals, while in Mexico online conversation is mainly driven by the country’s ongoing water crisis. And in the UK, people are searching for local and real-time water quality updates.

Taking these findings, the report aims to equip brands with the right knowledge of discussions relating to water, and tailor their communications, marketing and innovation approaches as a result. At Diageo, we'll aim to integrate these learnings into our brand communications and marketing. The data crucially reveals what topics resonate, when they gain attention, and the channels where they have the most impact, allowing brands to meet consumers where they are. Top tips to brands and industries include: 

  • Engage with environmentally conscious consumers in the top countries identified.
  • Use emotive storytelling to illustrate water’s environmental impact – those doing this see up to a 33% increase in engagement.
  • Communications should be rooted in tangible actions, and showcase innovative sustainability practices.
  • Leverage digital channels, as well as traditional PR, during key seasonal moments to plug into consumer conversations throughout the year. 

Deb Caldow, Global Marketing, Sustainability Director, Diageo commented, “Water is in every product we make at Diageo, which is why water stewardship is a key pillar within our sustainability strategy. This report proves that water sustainability is a rising online topic amongst consumers, and its valuable insights will allow us to authentically share our progress on water stewardship, through fresh storytelling. We hope that others in the industry find the report as useful as we do.” 

Read the full report here