Industrial users of water face pressure from regulators and members of the public to reduce their 'water footprint' due to the detrimental impact of commercial use, drought and population growth on water supplies. This article presents a conversation between Ultrapure Water and Emilio Tenuta (Vice President of Corporate Sustainability with Ecolab) who views that we should refer to wastewater as 'pretreatment water' and notes that wastewater streams are a reusable resource. Topics including sustainability, water's value and practical water reuse are discussed throughout.