Nike’s Materials Sustainability Index discussion (http://www.nikeresponsibility.com/report/content/chapter/water) focuses on the 217 billion gallons of water consumed across its supply chain, with 7% generated by raw material production and cotton accounting for 87% of that use. A focus on reducing the absolute water footprint caused plants to focus on reducing leakage, use of waterless dyeing machines and materials use adjustments. Should the focus be on reducing the absolute amount of water or on recycling the water to decrease the net used in a cycle? Should any efforts to improve cotton yields while decreasing water use be credited back to the company beyond the cotton used by the company itself ? If shifting to use of carbon dioxide to save water be considered a more sustainable supply chain solution ? Should customers consider a product’s water footprint when making decisions ?