Giving Brands a ‘Water Sustainability Score’ – New Initiative from Leo Burnett and AqVerium

“The water crisis is real and needs immediate action. A lot has been spoken about Climate with water clearly missing the narrative.”

Leo Burnett has partnered with AqVerium, Digital Water Bank to launch the Water Sustainability Score. Solving for Water is the core agenda when it comes to sustainable development as it is at the heart of adapting to climate change. It is a finite and irreplaceable resource – only renewable, if well managed.

“Thousands of litres of water are used, not only to create our favourite products, but also in the process of bringing them to our doorstep,” said Leo Burnett in a release.

“This makes it a responsibility for people and organisations to ensure efficient, equitable and sustainable allocation of this resource.”


A video lays out the ambitious plan:


The water report card for brands is simply broken down into a 1-100 score, that talks about how water is sourced, used, wasted or recycled in the entire process of creating a product.


Adopting the Water Sustainability Score acts as a commitment from organisations to bring transparency and accountability in their efficient use of water. Much like compliance logos such as the Cruelty free, Certified Vegan, Fairtrade, Energy Rating Label and the Recyclable symbol, this score can be displayed on the product, packaging and other corporate material through a unique symbol.

Brands from FMCG, lifestyle, electronics, automobile, construction and even airlines, everyone can use this score and show their commitment to water positivity, and give consumers the choice of choosing a more sustainable product.

“The water crisis is already upon us and by adopting the Water Sustainability Score – a first of its kind report card on how water positive a brand really is can bring transparency and accountability in the indiscriminate use of water,” said Rajdeepak Das, CEO & CCO Leo Burnett South Asia and Chairman, Creative Council – Publicis Groupe India.

“This is not just an initiative but a true Humankind idea which has the potential to impact a billion by helping save one of the most important resources for earth – ‘water’ and take us forward to a water positive future.”

Dr. Subramanya Kusnur, Chairman & CEO of AquaKraft Group Ventures added “The water crisis is real and needs immediate action. A lot has been spoken about Climate with water clearly missing the narrative. We are thrilled to have partnered with Leo Burnett – an agency which is known for its impactful work on sustainability to not only amplify this message but take timely action towards this crisis.

We already have mapped out water positive practices and getting brands to pledge towards the ‘Water Sustainability Score’ can be a game changer in water preservation. To this effect, we have onboarded Bangalore International Airport Limited on AqVerium and verified & validated the Water Audit report provided to us.  We are happy to present the first “Water Sustainability Score”, recognising & incentivising the water positivity of organisations, along with their commitment to sustainability. ”


Read More

Creative Work

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours