Our Consumption Model Is Broken. Here’s How To Build A New One.
Ali El Idrissi

While I agree totally with your demand that we start to aim for sustainability, I hate the undifferentiated use of the water footprint. If a product is produced in a region with excessive rainfall and high groundwater replenishment, then the water footprint needs to be adjusted. Without those regional differences, over-exploitation of aquifers like in Spain or California is put on equal ground with production in rain-swamped areas like Ireland or the North Sea coast, the water footprint becomes meaningless.