WEF: "Demonstrate that water and nature are essential parts of business profitability" (Jennifer Morris)

"As an environmental community, we have perhaps not done a great job in demonstrating the economic value to companies. CEOs and CFOs need to understand that water and nature are essential to business profitability. I think we're coming to that realisation," said Jennifer Morris, CEO of the Nature Conservancy, on 21/01/2026.

She was part of the conference entitled "Water in Balance", at the World Economic Forum in Davos, Switzerland.

Focused on "two big threads when it comes to water - Fresh water and Ocean, the Nature Conservancy had to be creative to secure funding and engage companies and authorities. We know philanthropy is not enough", said Morris.

"The first step is to recognize the challenge : we have to make much more progress and to be part of the solutions", added Richard, CEO of GAP, "especially in the apparel industry, which consumes millions of litres of water."

A view shared by actor Matt Damon and engineer Gary White, co-founders of Water.org, who launched the “Get Blue” initiative, to accelerate access to safe water and sanitation, with Starbucks, Amazon, Gap and Ecolab…