Back in the 1970s, when California first experienced serious water shortages, citizens and businesses were asked, and in some cases required, to scale back on water consumption.  While it was inconvenient, most everyone in the State believed the restrictions were only temporary. The assumption was that once a major rain or snowfall event occurred the shortage would be over and everything would be back to normal…and they were invariably right.

We referred to the actions the state took in those days as water conservation.  People and industry conserve water during droughts but it is always with the expectation that in a few months, or possibly a year, it will all be over.

Californians have really proven their stripes when it comes to saving water. 

According to the Los Angeles Times, California’s water agencies are reporting that as of July 2015, the state is using 31 percent less water than it was in July 2013.*

However, with this good news come some unexpected problems.  And because water conservation and water efficiency are issues spreading throughout the country, what California is experiencing today may likely emerge as issues in other cities and states.

Archer Daniels Midland, Monster Beverage, Tyson Foods, Kraft Heinz and other major food and beverage companies that are “poor performers on water management issues,” must increase their water risk management and disclosure practices, according to investors.

More than 60 leading North American and European institutional investors collectively managing $2.6 trillion in assets sent joint letters to 15 food and beverage companies last week.

The cost of water keeps going up as most facility managers know.  In fact, in  many cases, the cost of water is going up very significantly, with even higher costs anticipated in the future. For instance, in Chicago, the cost of water went up an average of 25 percent in 2012, and plans are now being discussed to double rates in 2015.

So why is the cost of water escalating so fast? After all, historically it has been one of our least expensive natural resources in the United States. However, water has typically been underpriced for decades. Utility companies are now trying to adjust charges so that they better reflect the actual costs to collect, store, and deliver water to consumers.

Many people are surprised to learn that the Chinese word for crisis actually has two meanings. The same Chinese characters that represents “danger” also means “opportunity.” Similarly, the future water challenges expected in the United States and other parts of the world may actually be opportunities in disguise.

In May 2014, the Pacific Institute (which researches and promotes sustainability-related issues), along with VOX Global (a public affairs and communications firm), contacted senior executives from more than 50 major companies in the United States—including such large and extremely well-known corporations as AT&T, The Hershey Company, MillerCoors, and the Union Pacific Railroad—to survey them regarding water issues.

Many people may be surprised to learn that the old ways of flushing toilets and urinals are literally being flushed away.  In an effort to conserve water, new technologies have been introduced that reduce the amount of water necessary to flush a toilet or urinal while still keeping restrooms sanitary and odor free.

About four years ago, the city of San Francisco began requiring what are termed high-efficiency toilets – which usually use even less water than is federally mandated – to be installed in city-owned facilities and large public buildings such as ballparks, where huge volumes of water can be consumed. The program moved along reasonably well until building users started complaining of a “rotten egg” stench, not only in the restrooms, but throughout these facilities.

Just as with steps to reduce energy and fuel consumption, new technologies in water conservation are helping us tremendously. Today’s restroom fixtures are using far less water than those manufactured twenty or more years ago, and no-water systems, such as waterless urinals, are finding greater acceptance. Further, everything from lightbulbs to cars are now designed to use less energy and fuel.

Having been involved in the business of water for going on thirty years now, it is clear to be there are four significant trends evolving here in the U.S. and in many other industrialized parts of the world as it pertains to water.  Some of these trends you may already be aware of or suspect they are evolving, others you may not.

Myth #1:  The US is immune from water shortages

“That is Myth #1,” says Klaus Reichardt, CEO and founder of Waterless Co., manufacturers of no-water urinal systems. “The U.S. is not immune to water shortages and we can no longer expect an endless supply of inexpensive water in this country.”