June 24, London – The Freshwater Challenge, the world’s largest freshwater restoration and protection initiative, has launched its Business Supporter Program, with the support of GSK, Reckitt and EDEKA, as part of London Climate Action Week.

With the world facing worsening water risks and the ongoing loss of freshwater ecosystems, the Freshwater Challenge aims to restore 300,000km of degraded rivers and 350 million hectares of degraded wetlands by 2030 as well as protect intact freshwater ecosystems in line with the 30×30 targets under the Global Biodiversity Framework.

The Challenge was initiated by 6 countries (Colombia, DR Congo, Ecuador, Gabon, Mexico and Zambia) and has subsequently been joined by a further 44 countries and the EU. It aims to substantiate, elevate and accelerate targeted interventions for rivers, lakes and other inland wetlands, connecting these with national plans and strategies. It will increase the overall investment into the restoration and conservation of freshwater ecosystems, and substantially increase the social and economic returns on those investments.

The Challenge highlights the growing water risks to businesses and the economy, and the interdependent issues of climate change, nature loss and sustainable development. In the face of these immense challenges, tackling the world’s water crisis and protecting and restoring healthy freshwater ecosystems are gaining global prominence.

While country-led, businesses have an important role to play to help meet the ambitious aims of the Challenge, which has created a Business Supporter Program to facilitate this.

GSK, Reckitt and EDEKA are the first companies to join the program, which offers an opportunity for companies to contribute directly to global water goals; reduce water-related impacts, risks and dependencies; align with emerging sustainability frameworks, and government plans and strategies; build on existing initiatives and platforms; and demonstrate leadership in protecting and restoring critical natural resources. The Program will also foster public-private sector collaboration and alignment.

“Everybody depends on water, at home and in our businesses – Reckitt is no different and we’re protecting and strengthening water resources that help the communities and landscapes we’re part of,” said David Croft, Global Head of Sustainability, Reckitt. “Joining the Freshwater Challenge Business Supporters Program will further drive action on this critical issue.”

“Freshwater is vital not only for our health, but also for the manufacturing of medicines and vaccines that people rely on,” said Claire Lund, VP Sustainability, GSK.  “We’re proud to be supporting the Freshwater Challenge, and hope that together we can drive forward collaboration to create a positive impact for local communities and build business resilience.”  

Supporting businesses will support freshwater restoration and protection work, and disclose the impacts of these activities. They will also publicly support and promote the Freshwater Challenge to encourage others to join the program.

“We welcome our first business supporters and hope that many others will join us because private sector champions are central to accelerating action and driving progress towards the ambitious goals of the Freshwater Challenge,” said Francesca Antonelli, Rivers and Lakes Lead at Wetlands International – one of the eight Core Partners of the Challenge. “Scaling up the protection and restoration of wetlands across the globe will build more resilient communities and companies – and help tackle climate change, reverse nature loss and drive sustainable development.”

The launch of the Business Supporter Program comes as experts are calling for bolder action to address local and global water challenges and protect this essential resource – and the freshwater ecosystems that store and supply it – with 80% of experts agreeing that water needs the same level of urgency and resources as climate and biodiversity.

Across the globe, the degradation of rivers, lakes and wetlands is continuing at an alarming pace. A third of the world’s wetlands have been lost in the last five decades, while freshwater species populations have plummeted by 85% on average over the same period according to WWF’s latest Living Planet Report. Half of the world’s population face water scarcity for at least one month a year and 90% of recent natural disasters are water related.

A massive US$58 trillion in annual direct ($7 trillion) and indirect ($51 trillion) economic value of water and freshwater ecosystems are at risk without accelerated efforts to protect and restore rivers, lakes and wetlands – losses that would disrupt business models and supply chains, and undermine societies and economies. 

A recent WWF and GlobeScan survey of over 30,000 people in more than 30 countries and territories as well as water experts found strong support for companies to undertake activities under the Freshwater Challenge ACT-D framework: both experts and the public want to see increased private sector (and government) action on the restoration and protection of freshwater ecosystems. Water pollution was regarded as a ‘very serious’ issue by 63% of people, with water scarcity and flooding also high up the list of global concerns.

The public also sees it as important, and credible, for companies to engage in advocacy, demonstrate policy action, and support governments on freshwater, highlighting the importance of the Freshwater Challenge’s Business Supporter Program.

“There has never been a more urgent need to repair the ecosystems that underpin the water cycle, as the climate crisis increases the droughts and extreme floods that threaten livelihoods and water and food security,” said Christine Colvin, Global Freshwater Policy Lead for WWF. “Helping freshwater ecosystems to recover and thrive helps countries to build resilience from the river up. This is a huge collective effort, which needs private sector action and attention.”

“Healthy freshwater ecosystems are the lifeblood of our agriculture – and thus also of our food supply. Around 70% of global freshwater consumption is used for food production. For us at EDEKA, it’s clear: Responsible water use is not an option, but a commitment,” said Says Stephanie Finkbeiner, Chief Sustainability Officer at EDEKA ZENTRALE Stiftung & Co. KG. “By joining the new Freshwater Challenge Business Supporter Program, we are setting an example – for sustainable action, for partnership, and for the future of next generations.”