To really do something about our massive overconsumption of water, we should limit the strain we put on rivers and freshwater basins. Information on the water use of our products should be transparent and clear. And in the end, individual citizens would have to change their lifestyle fundamentally. Taking shorter showers simply is not enough. Prof Arjen Hoekstra of the University of Twente, wrote an analysis on this in U.N. Chronicle, the magazine of the United Nations, on World Water Day.