THE WHAT? LVMH has announced a water conservation plan which aims to manage the precious natural resource more efficiently on a global scale, reducing the luxury conglomerate’s consumption by 30 percent by 2030.

THE DETAILS Water is essential to the group’s activities, especially its perfume and cosmetics and wines and spirits divisions. LVMH proposes to cut usage by improvements in the measurement of its water consumption footprint, using pressure indicators and geolocation to deploy specific action plans in areas of water stress.

It will also reuse wastewater and recover rainwater on its production sites and throughout its value chain as well as usher in manufacturing processes that consume less water. Last, environmental labelling will help raise customer awareness of the issue and the group’s regenerative agriculture program is working to improve soil quality and therefore its ability to retain water.

THE WHY? LVMH’s announcement follows yet another summer of severe drought in Europe, particularly in France where President Emanuel Macron has launched a water crisis plan after an exceptionally dry winter.