Access to water: a returning issue
Access to clean water has been a discreet topic in advertising, and has even decreased since 2013, in terms of how many campaigns related to this topic are created. Still, access to water remains a pressing issue in many areas of the world, and is bound to seriously deteriorate globally due to climate change. Indeed, according to the United Nations’ latest report, 129 countries are far from being on track to sustainably manage their water by 2030. Although for now, this issue impacts Western countries less directly, and thereby gets less media attention, we already observe a resurgence of this theme in campaigns since 2019, and expect this number to continue rising in the years to come.