Crisis upon crisis. The Covid-19 pandemic has burst into a planet threatened by climate change and environmental degradation. On World Environment Day, mankind must return to action, aware that the fight to save the natural environment from degradation must continue. Effective communication is essential to modify behaviors and take advantage of the perception change of the territory we have had during the confinement.   

The adoption of the circular economy in the complete water cycle is presented as the best option for achieving water security for large areas of the world in the face of climate change and demographic imbalances. The new productive model requires a communication challenge to achieve awareness and citizen participation in the understanding that the water cycle is a universal natural capital, knows no borders and is vital for the future of mankind.

The We Are Water Foundation and Diamond Resorts take a step further towards global awareness of the importance of the good use of water and the respect for the environment. “Let’s Make a Deal” is a pioneering initiative that involves the entire human chain in hotels, guests and professionals, to advance together towards this goal.

The circular economy in the treatment of water does not only imply an improvement in water security and in the safeguard of the environment, it is also an almost unexplored opportunity for economic growth. It forces a change of paradigm that is not easy in the productive model of rich countries, but it presents important asymmetries with those who still struggle for access to water and basic sanitation. The balance of the planet depends on the reuse of water for the benefit of all.

Can Paris, Madrid, Barcelona, New Delhi... become cities that regenerate as many resources as they consume? This is a very high demand, a utopia according to many, but from the water perspective we need to start thinking about making it possible or at least, about getting close to it. We need to be close to the concept of reuse, and in many cases time is of the essence.

We need to face this fact: water is too scarce to use it only once. It is a resource that will become increasingly difficult to obtain due to over-exploitation and climate change. Its reuse will be more and more necessary if we want everyone on the Earth to have access to it.