WWF Guidance Note: "Net Positive Water"

Although the concept of “net positive water” may seem appealing as a simple, universal water metric, much in the way that "net zero carbon" appeals to sustainability professionals and advocates, the reality is that the framing and pursuit of "net positive water" can do more harm than good. This guidance note from the World Wildlife Fund unpacks the concept of net positive water; explains some of the benefits and drawbacks of "net positive" framing with respect to water; and provides recommendations for companies looking to measure consumption, make commitments, and set targets.