What if water wasn’t just a resource — but your next competitive advantage?

Air-to-water technology

October 30, 2024
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As global challenges grow more complex, businesses must rethink resilience. Water, a resource often taken for granted, is rapidly emerging as a key pillar of long-term strategy. Across industries, companies are realising that sustainable water management isn’t just an environmental responsibility — it’s essential for operational continuity and competitive strength.

A1RWATER Americas CEO Pete Carr and COO Ryan Bibbo sat down with Bert Miller of the Beyond the Bottom Line podcast to discuss how innovative water solutions are becoming integral to operational resilience, and the opportunities that air-to-water technology presents. Their conversation explored the ways rethinking water strategies can help business leaders minimise risk, optimise resource use and position their companies to meet the future with confidence.

From cost centre to strategic asset — rethinking water’s role

Historically, water has been treated as a basic input — important but peripheral to core strategy. Today, companies are discovering that water access and security can strengthen their supply chain, meet regulatory requirements and achieve sustainability goals. Those who recognise water as a strategic asset are leading the next era of resilient growth.

“Think about the Industrial Revolution: you set up plants by water sources. You had to be by a river, a lake or a stream. [With air-to-water] technology, that water is available at scale, at source,” says Ryan. “There’s not a package or a product you’re walking past in a supermarket that doesn’t have water as an ingredient. So there’s an opportunity to disrupt that in terms of not having to ship water thousands and thousands of miles, or having to deplete water sources — from groundwater, rivers, streams. Being able to [create water on site] is a disruptor. There’s a million opportunities.” 

The intersection of risk and opportunity

Water scarcity is more than an environmental concern; it’s an emerging area for innovation. Companies today are navigating rising operational costs, evolving regulations and an increased demand for sustainable practices. These trends present lucrative opportunities for organisations that can adapt by rethinking their strategies to enhance resilience, reduce costs and lead in sustainable innovation.

“You can go through every business and there’s a need for water,” says Pete. When thinking about the possibilities of transforming traditional water sourcing and management, he draws a parallel with Uber’s impact. “Look at the disruption Uber did to a very established business. [They] completely changed the dynamics of how consumers move, how they operate. We see the same opportunity [with water].”

Future-proofing business models through water innovation

Integrating water management strategies and innovation into core operations is becoming a defining trait of forward-thinking companies. Water-intensive industries, such as food and beverage, manufacturing and hospitality are discovering that reimagining water use leads to more agile, sustainable operations capable of thriving in unpredictable environments.

“I have a colleague that works in these large AI data centres,” says Ryan. “They go through 300,000 gallons of water a week… That water sometimes has chemicals in it in order to make sure the cooling piece of it actually works, so it’s not potable when it comes out the other side. That water’s coming from somewhere.”

By diversifying their water sources, industries can reduce their reliance on traditional supplies and ease demand on regional water infrastructure. This shift doesn’t just support sustainable operations, it builds resilience against water scarcity — both for companies and the communities where they operate. 

Resilience begins with actionable change

The future belongs to those who can anticipate challenges and act decisively. Businesses that evolve beyond short-term compliance and embrace long-term water stewardship ensure their ability to navigate tomorrow’s challenges with greater agility and confidence.

Dive deeper into the conversation in the full podcast episode: 

How is your industry adapting to water challenges?

Learn more about air-to-water technology’s transformative potential and A1RWATER’s range of solutions for diverse industries.

Note: Interview quotes in this article have been edited and condensed for clarity and length.