This paper presents the findings of a small-scale pilot study that sought to identify and explore attitudes toward water use in the pharmaceutical industry based in the United Kingdom. As a result of a series of in-depth semi-structured interviews, it is established that because water use is viewed as a comparatively inexpensive resource, this undermines investment in water efficient technologies. However, the study also reveals such attitudes to sit alongside largely positive attitudes toward the need for increased water efficiency on a global organisational level. The paper concludes by arguing that greater attention should be accorded to the geographical location in which views toward water use are ascertained. In particular, it is highlighted that the geographical location of individuals, and organisations, can affect views toward water use. These differences are then argued to have the potential to undermine global initiatives on water use because individuals and organisations, in particular locations, may not see water use as an issue worthy of a response.