In order to avert a global freshwater crisis, considerable political will and economic resources must be allocated to existing technologies immediately. Demand for freshwater is already overtaking supply: today, one in six people lack adequate access. By 2025, more than half the nations on Earth will experience water stresses and shortages; another 25 years and 75 percent of the world's population could be affected. Water scarcity is expected to become more common as populations rise and climate change leads to more arid conditions. Pollution and influxes of saltwater into depleted aquifers make matters worse. Fortunately, though, existing technology has tremendous potential; what's needed is action based on an understanding of the human need for water, as well as the varying factors of supply and demand across the globe. Experts estimate the average annual consumption of water by each individual to be 1,000 cubic meters. Overtaxed rivers, declining aquifers, and droughts affect supplies, while unequal distributions of income distort demand. Sensibly allocating water supplies is difficult within a nation, much less so on an international level. Regulating water prices, though, could do much to promote such conservation efforts as recycling and reclamation, use of grey water, and improving water storage and delivery systems. Since irrigation for agriculture is by far the largest single use of freshwater, even modest increases in efficiency could free up tremendous amounts. Further benefits can come from increasing shipments of 'virtual water,' sanitation systems that separate liquid from solid waste, and improved reverse-osmosis desalination. If a freshwater crisis does arise, it will be not from lack of knowledge, but rather lack of foresight and will.