The UK-based Carbon Trust has introduced what it calls the first global standard on water management and reduction in hopes of encouraging more sustainable water use by businesses. The new standard, created by members of the group along with four early-adopting companies, including Coca-Cola Enterprises, will require businesses to show that they are measuring their water use and reducing consumption on a year-to-year basis, Carbon Trust executive Tom Delay told BBC News. “We look at the various water supply methods: mains, surface water abstraction, groundwater, and rainwater collection,” he said. The Carbon Trust, which already helps business and governments reduce energy use and carbon emissions, decided to expand into water issues since freshwater scarcity is closely linked with climate change. According to a 2009 report, global freshwater demand will outpace currently available supplies by 40 percent by 2030. In a survey of 475 companies in the U.S., UK, China, and Brazil, the Carbon Trust found that just one out of seven businesses have set targets for water reduction and report their performances publicly.