New Kemira Water Index Shows 74% Of Americans Lack Trust In Their Tap — And Very Few Have A Backup Plan

• 73% of people surveyed in the US are not satisfied with the rules and regulations to protect water quality in their region, with Arizona, Michigan, and South Carolina being the most dissatisfied
• 22% of people surveyed in the US are concerned about PFAS (‘forever chemicals’) in their water, with South Carolina ranking lowest in concern and Arizona ranking the highest
• Though 72% of surveyed Americans have personally experienced a water-related issue, only 7% of US households have a detailed plan and large backup water supply in case of emergencies 

Kemira, a global leader in sustainable chemical solutions for water-intensive industries, today announced key insights among American consumers from the 2025 Kemira Water Index. As part of the international study focused on water resiliency, which is the ability of water systems to withstand and adapt to shocks or stresses while ensuring safe, reliable, and fair access to water, Kemira also surveyed 4,000 adults living in different states across America to gain their perspectives.

The survey results uncover a striking paradox in American attitudes toward water safety, such as growing alarm over contamination that pairs uneasily with a deep skepticism of government action. The concerns with chlorine and stark contrasts with European views on tap water cleanliness highlight how fear and resistance can coexist in surprising ways. As this tension plays out, Kemira’s new Water Index reveals not just a crisis of infrastructure, but a crisis of trust across the US - one that demands bold leadership to resolve. Combining international research, expert analysis, and consumer insights, the 2025 Kemira Water Index finds that urgent action and effective strategies are needed to strengthen water security- particularly in regions facing mounting contamination, climate, and water-related pressures.

“Americans are increasingly alarmed by the impact of droughts, flooding, and contamination in their local water sources—but concern isn’t translating into preparedness,” said Michael Clark, Vice President, Commercial Development at Kemira. “People want to trust their local water sources. They’re ready to conserve, invest in sustainable choices, and support action that safeguards communities. What they’re asking for now is stronger leadership and investment in water systems that can withstand the challenges ahead with contamination and climate changes.”

The Kemira Water Index 2025 compares 10 states across the country, ranking them from the most to least water resilient based on 21 carefully selected metrics reviewed across 300+ data sources. This ranking was created to help policymakers, utility companies, businesses, and consumers better understand where water sources are secure, evaluate preparedness, and recognize communities with the highest risk.  

OF THE 10 STATES COMPARED, WHICH STATE IS THE MOST WATER RESILIENT?

1. California
2. Minnesota
3. Michigan
4. Arizona
5. New York
6. Florida
7. Illinois
8. South Carolina
9. Texas
10. Georgia

California (#1) leads in resiliency, due to the state’s regulatory requirements and planning for climate change impacts, as well as its financial and technical investments in water reuse. Minnesota (#2) and Michigan (#3) also ranked highly due to their abundant lakes and rivers combined with strong infrastructure and good governance; however, both are challenged with aging pipes in older urban systems. Arizona (#4) ranked moderately in resilience due to its drought stress along with Florida (#6) and its coastal challenges, as each of these states face distinct water pressures due to impacts from climate and extreme weather events. Illinois (#7) and New York (#5) each maintain strong systems overall, but aging infrastructure and local contamination risks remain top concerns. Ranking low in water resilience, South Carolina (#8), Texas (#9), and Georgia (#10) show signs of more significant challenges to prioritize such as aging water systems, inconsistent governance, and preparing for more frequent extreme weather events.

Key consumer trends to watch:

1. PUBLIC TRUST DECLINES WITH MOST STATES VIEWED AS UNPREPARED FOR WATER EMERGENCIES

• The majority of people surveyed in the US (83%) are not confident that their state has the infrastructure and plans in place to effectively respond in the event of extreme climate and water-related disasters; this is especially felt in Arizona (93%), South Carolina (92%), Michigan (92%) and Minnesota (92%).
• Only 27% of people in the US are in favor of local policymakers’ rules to protect water quality, with Arizona, Michigan and South Carolina being the least satisfied while Florida has the highest satisfaction with current regulations.
• Despite public concerns about climate change and government-led policies, surprisingly, only 7% of US households have a detailed plan and large backup water supply stored in case of a water-related emergency.

2. TAP WATER TOXINS ARE CONCERNING, BUT FOREVER CHEMICALS STILL HIDE IN PLAIN SIGHT

• The majority (80%) of people in the US reported they are concerned about one or more contaminants in their drinking water, which is likely why only 26% use the tap as their primary source of drinking water – compared to 70% of people surveyed in Europe.
• Bacteria and viruses (40%), heavy metals (34%), chlorine (31%), and microplastics (30%) are top contamination concerns shared by one-third or more people in the US, with residents of New York being the most concerned of the states surveyed.
• As of August 2025, Eastern states are seeing a significantly higher number of locations with levels of forever chemicals (PFAS) above accepted limits than the West, according to Environmental Protection Agency (EPA) data published by the Environmental Working Group (EWG).
• Despite the recent data, there’s a clear gap in public awareness about the levels of forever chemicals (PFAS), as 26% of people in the US are concerned about it – and on the Eastcoast where higher levels are more prevalent, less than 10% of residents in Georgia, Florida and South Carolina said they are concerned about forever chemicals (PFAS) in their drinking water.

3. CONSUMERS READY TO CONSERVE AND SUPPORT SUSTAINABLE, WATER-SMART COMPANIES

• Most people surveyed in the US (74%) want to see stricter regulations that require companies to reduce their water usage and prevent pollution, and 64% are in favor of companies being required to publicly report their water usage and impact.
• Interestingly, as consumers, more than half of people surveyed in the US (59%) stated that information about a company’s water footprint would influence their purchasing decisions, while 48% say they actively try to buy products from companies that are known for using water sustainably.
• When it comes to their own households, however, only 22% of people in the US are willing to pay more for better water quality on their bill, with Georgia having the most residents willing to pay more and Minnesota having the lowest share of people willing to increase their bills.
• More than half (69%) of people in the US are tracking their own water usage in one way or another, and 89% claim they are practicing at least one or more water-saving measures at home. 

For more information about the 2025 Kemira Water Index or to download the report, please visit kemira.com/water-index-2025.