Grail Research has just released a study on water shortages across the world. Fresh water is becoming increasingly scarce, and in countries like India and China that are rapidly growing, the scarcity will hit hardest as the culture moves towards consumerism. The study's findings illustrate how current reserves must be managed more effectively if scarcity is to be mitigated, but at the current rate, an estimated 3 billion people will live below the water stress threshold by 2025.