Ecolab, a global sustainability leader offering water solutions and services, today announced key findings from the United Arab Emirates (UAE) as part of its third annual Ecolab Watermark Study™, which examines global public attitudes toward water, climate and responsible resource management.
This year’s resultsreveal that UAE consumers are increasingly confident in the country’s ability to address water challenges, driven by national investment, innovation, and growing trust in both government and business action. It also highlights how artificial intelligence (AI) is shaping a new chapter in sustainability, creating opportunities and challenges for the responsible use of vital natural resources.
AI: A New Frontier for Water Sustainability
Artificial intelligence is transforming industries worldwide, and the UAE is positioning itself at the forefront of this digital revolution. AI is expected to contribute up to 14% of GDP by 2030 (Dubai State of AI Report), becoming a cornerstone of the nation’s innovation agenda. Yet, this transformation also brings new resource challenges: AI’s growing demand for both energy and water. Data centers, the engine of AI infrastructure, rely heavily on water for cooling, emphasizing the need for smart water management to ensure technology and sustainability advance together.
As the UAE advances its National Strategy for Artificial Intelligence 2031, this year’s Ecolab Watermark Study explores how public attitudes toward technology and sustainability are evolving:
- 76% of UAE consumers believe businesses should use AI to manage natural resources responsibly, signaling growing confidence in technology’s role in sustainability.
- 60% recognize water’s role in AI operations, compared with 76% who understand its energy demands, highlighting a gap in awareness around AI’s water footprint.
- 74% believe AI will have a positive impact on society, underscoring public confidence in the nation’s technology-driven future.
“AI is reshaping how industries operate, and unlocking extraordinary opportunities – but it must do so responsibly,” said Stefan Umiastowski, Ecolab’s Senior Vice President and CEO for India, Middle East and Africa. “Smart water management ensures innovation strengthens, not strains, our resources. With data and digital intelligence, AI can help solve the very pressures it creates.”
UAE Progress: Building Confidence in Water Security
The research reflects the UAE’s Sustainability Agenda, underscoring how national initiatives such as the Water Security Strategy 2036 and the Net Zero by 2050 pathway are shaping public optimism and aligning long-term economic growth with environmental stewardship.
Over the past decade, the UAE has made significant investments in water resilience, setting an example for other water-scarce regions. With global water demand projected by the United Nations to rise by up to 30% by 2050, this commitment places the nation at the forefront of global sustainability efforts.
As the UAE prepares to co-host the 2026 United Nations Water Conference with Senegal, the country is set to build on its leadership in water security and drive global collaboration to advance innovation and strengthen resilience.
According to the Ecolab Watermark Study, confidence in tackling water challenges is rising:
- 83% of UAE consumers believe water scarcity can be effectively addressed, reflecting strong optimism that innovation and collaboration can secure the country’s water future.
- 55% express concern about access to water in 2025, down from 66% in 2024 and 70% in 2023, indicating easing public concern as resilience measures progress.
“What stands out in this year’s findings is the shift from concern to confidence,” Umiastowski added. “People are no longer asking whether water challenges can be solved; they’re asking how fast we can scale what works. That mindset change is the clearest signal that resilience is becoming part of the UAE’s growth model.”
Rising Expectations for Business Action
The 2025 Ecolab Watermark Study shows that public expectations of business leadership in sustainability are intensifying:
- 85% of UAE consumers believe companies should invest in technologies that mitigate the impact of climate change on water.
- 70% of UAE adults believe businesses, and 77% believe the government, are reducing, reusing, and recycling water throughout their operations, both figures above the global average.
- 58% believe companies can be trusted to use water to power AI operations responsibly without regulation.
- 80% of adults believe the government is committed to conserving water resources, compared to 67% who say the same of businesses, revealing a persistent trust gap.
- 81% want to learn more about companies’ responsible water practices, signaling a growing demand for transparency and measurable impact.
This rising engagement presents a major opportunity for businesses to lead with clarity, accountability, and innovation.
The Power of Partnerships
Building water resilience requires collaboration between government, industry, and community stakeholders. The Ecolab Watermark Study highlights broad public alignment on this shared responsibility:
- 83% of UAE adults believe government should prioritize climate action.
- 82% believe businesses should do the same – reflecting a united call for sustainable growth.
“The UAE’s Sustainability Agenda shows that environmental ambition and economic growth can reinforce one another,” said Umiastowski. “Our focus now is on turning that vision into measurable results, working together to cut water intensity and increase business performance.”
The 2025 Ecolab Watermark Study was conducted by Morning Consult in March 2025 among adults across Asia Pacific, China, Europe, Latin America, India/Middle East/Africa, and the U.S., providing a global view of public perceptions of water’s role in climate, innovation, and business.
To explore global and country-specific insights, visit: watermark.ecolab.com