Purpose: The aim of this research is firstly to find out whether or not companies have strategies to address future scenarios of water scarcity. It is of importance to find out what they are doing to mitigate the issues they already have or will encounter in the future. Secondly, motivational drivers who have affected their decision-making are discussed in order to fully understand the process of working with water scarcity.

Method: The qualitative research paper is based on five in-depth interviews with open-ended questions. The interviewee was able to explain the processes and strategic decision-making of the company. Follow-up questions were sent via email to complement these.

Findings: The study declares that the majority of the companies had vague strategies to minimize water consumption and mitigate the issues they would encounter in a situation of water scarcity. They were more like visions or intentions. The motivational drivers and pressures companies have encountered and which have initiated the process and developing strategies were primarily the four following: (1) economic, (2) environmental, (3) social, and (4) impact from authorities.