How Much Water Was Used to Make Madonna's Famous Material Girl Video?
Klaus Reichardt ?????
CEO & Founder at Waterless Co Inc | Thought Leader and Influencer | Helping Facilities Use Water More Efficiently, Reduce Water Consumption, and Lower Operating Costs
Madonna's 1984 hit, "Material Girl," catapulted her to stardom. The iconic music video, filled with opulent fashion, is a testament to her glamorous image.
However, a closer look reveals a hidden environmental cost: the immense amount of water required to produce the clothing featured in the video.
It takes a staggering amount of water to manufacture clothing. A single t-shirt, for example, can consume seven hundred gallons of water, while cotton production demands an even more substantial 2,100 gallons per 2.2 pounds.
Given that the official "Material Girl" video showcased 19 men in tuxedos and Madonna in four outfit changes, it's estimated that 500,000 to as much as 650 thousand gallons of water were used for the wardrobe in just this four-minute video.
As the fashion industry continues to prioritize style and of course wants to make a profit, the water crisis around the globe deepens. It's alarming that the environmental impact of clothing production, particularly the vast water consumption, remains largely ignored by both fashion companies and consumers.
An organization called Planet Tracker is trying to change this. It tracks how different industry sectors are addressing environmental and sustainability issues. One of the industries they follow closely is the fashion industry. In April 2024, they reported the following:
? Of the twenty-nine leading fashion companies studied, only fifteen reported their water impacts in 2022 and 2023. Among them were Adidas, H&M, and Puma. *
? Fourteen others did not. Those companies include Foot Locker, Nike, and Under Armour. **
? Of forty-two fashion supply retail store chains involved in the study, only seventeen reported their water impacts. **
? Further, during earnings calls with investors and other financial stakeholders, only 1 percent of the fashion-related companies even mentioned the possibility of water-related risk.
Richard Wielechowski, Planet Tracker's textiles senior investment analyst, said of the fashion industry's low reporting standard, "There's still a long way to go before we're anywhere near… a sustainable [fashion] industry in terms of its water footprint and attitudes." ? ?
The Water Shortage Challenge
But here's the stark reality for Madonna, you, me, and the entire fashion industry: an alarming 67% of the world's cotton is now cultivated in regions facing severe water shortages, a situation predicted to worsen in the coming years.
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Major cotton-producing nations like China, Vietnam, India, Brazil, and Turkey are at the heart of this crisis.
Without decisive action, many clothing manufacturers in these water-scarce areas will be forced to shut down due to insufficient water supply. Those that manage to stay afloat will pass on the exorbitant costs of sourcing and transporting water to consumers through higher prices.
The fashion industry must urgently address this issue. Planet Tracker recommends the following steps:
Furthermore, the fashion industry must embrace water efficiency.
As defined by the EPA, water efficiency involves using water wisely through innovative technologies to safeguard supplies for current and future generations. This means reducing waste, consuming water only when necessary, and exploring alternatives.
For instance, the success of waterless urinals demonstrates that water is not essential for effective urinal sanitation – saving billions of gallons of water each year.
?Klaus Reichardt is CEO and founder of Waterless Co, Inc., a pioneer in advancing water efficiency. Reichardt is a frequent author and presenter who discusses water conservation issues. He can be reached at [email protected]
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?Notes:
*Water impact, as it is used here, refers to the amount of water used in the production of clothing, which can lead to water scarcity for other water uses such as farming, consumer use, etc.
**These are the fashion companies mentioned in the Planet Tracker report as of the date of reporting.