If you’ve ever stood at the sink scrubbing plates after dinner, you might assume hand-washing uses the least water. But the latest figures suggest otherwise.

Based on a nationwide consumer survey conducted between September and October 2025, the latest Impactum Insights Brand Image findings reveal an Indonesian drinking water market shaped by two dominant players, a crowded middle, and a long tail struggling with visibility.

Cotton is one of the world’s most familiar materials, worn daily and found in everything from shirts to bed sheets. But behind this comfort lies a high environmental cost, as producing just 1 kilogram of cotton requires about 10,000 litres of water.

When you pick up a simple cotton T-shirt, you probably don’t think about water. But behind that soft, everyday fabric is surprisingly 2,700 litres of fresh water.

Access to clean water remains a pressing challenge in many parts of the world, with millions of people facing daily struggles to secure safe drinking water. In Papua New Guinea, 60% of the population lacks access to safe water sources. Rural communities depend heavily on surface water from ponds, lakes, and rivers, which poses health risks and exacerbates sanitation challenges. Natural disasters, including cyclones and floods, frequently damage vital infrastructure and crops, deepening the water crisis.