Our Common Waters, Patagonia’s new campaign, is about balancing human water use with the needs of animals and plants. The more water people use, the less there is for everything else. The more water we waste, the more habitat we destroy. The more we pollute our streams and lakes, the harder it is for animals and plants to survive.

In this campaign, they will connect water use, the consumer society and threats to biodiversity. The phrase “water rights” carries a larger meaning in this campaign than their usual use of it: Who and what has the right to water?

Existing threats range from increased human water use and water stress to pollution to dams. Each of these is made worse by climate change, which is already altering temperature and river flows. Almost half the animals on the U.S. threatened and endangered list call freshwater home.

An essential part of this campaign is Patagonia’s story as a company: their water cost of doing business, reducing their water footprint and reporting on their water use.

To learn more go to patagonia.com/ourcommonwaters

Music by aleximurdoch.com/

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