Liquid asset: Campaign seeks clean water for all

The three-year campaign aims to unite hospitality and tourism behind the cause, working with hotels, restaurants, companies and resorts to encourage them to filter, bottle and sell their own water and then donate 10% of the profits back to the Whole World Water fund.

The project will then use that money to bring safe and sustainable water to people across the globe and limit carbon emissions by reducing the number of bottles being shipped over long distances.

Brands gain by having the opportunity to increase their profits by bottling and selling their own water, as well as being seen as environmentally aware.

Companies including Virgin, The Ritz-Carlton and Jetwing have already signed up to the campaign.

Brands are increasingly turning their attention to funds and relatively poorer consumer markets. For more, read our New Emerging Affluents macrotrend.