bbc.com | By Mark Kinver

An international standard on water reduction has been launched in an effort to encourage businesses to use water more sustainably.

The UK's Carbon Trust, which developed the scheme, said many business leaders did not see the issue as a priority.

The Water Standard will require firms to measure water use and demonstrate efforts taken to reduce consumption.

It is estimated that more than 60% of Europe's largest cities consume water faster than it can be replenished.

UN data shows that 70% of global freshwater use is for irrigation, 22% is used by industry and 8% is used in homes.

Water use is forecast to increase in developing nations by 50% by 2025 and by 18% in developed nations.

"We know that most businesses that are very big users of water don't really have a handle on [water stewardship]," explained Carbon Trust chief executive Tom Delay.

"Very few measure it, even fewer have targets to reduce consumption. So even if there is not a significant cost penalty for water use, there is a very significant business risk."

In order to be awarded the Carbon Trust Water standard, Mr Delay said the process was "relatively straightforward". Read More...