Celebrating Sustainability at Cannes

The travel retail sector gathered in style this October at the 40th Frontier Awards in Cannes, where ethical hydration brand One Water clinched the coveted People & Planet Award: Sustainability. The honors took place at the iconic Carlton, Cannes—a fitting venue for celebrating the best and most forward-thinking initiatives in travel retail. One Water’s winning collaboration with World Duty Free, part of the global travel experience group Avolta, showcased a powerful model of corporate and social synergy, shining a spotlight on the growing demand for meaningful sustainability efforts.

A Decade-Long Partnership

One Water has worked with World Duty Free for over ten years, uniting around the common goal of providing clean water to communities worldwide. Every bottle of One Water sold in World Duty Free outlets contributes a donation to The One Foundation, directly funding clean water projects. Over the years, the partnership has raised an impressive £2.7 million, helping transform lives in regions where access to safe water is far from guaranteed.

An annual highlight of this collaboration is a sales initiative that rewards top-sellers in stores with the opportunity to travel to Malawi, visiting some of One Water’s clean water projects. This immersive experience fosters a deeper connection between World Duty Free employees and the life-changing work they help make possible. As a further personal commitment to the cause, One Water Founder Duncan Goose embarked on a 2,000-mile tour across 14 high-footfall World Duty Free branches in UK airports and at Eurotunnel Folkestone—riding the same Honda Africa Twin Motorcycle that catalyzed One Water’s inception. In 1998, Goose’s journey around the world and his encounter with Hurricane Mitch in Honduras sparked the life-altering realization that led to the creation of One Water.

Expanding Global Impact

The One Foundation’s reach doesn’t stop at airport gates. To date, it has raised over £30 million through collaborations with high-profile partners, including World Duty Free, Bidfood, Co-Op, and Starbucks. These funds go directly toward rehabilitating water points, installing gravity-fed systems, and constructing solar pumping stations, ensuring that schools, clinics, and entire communities gain consistent access to safe, potable water.

Malawi, one of the primary beneficiaries of these efforts, continues to grapple with various challenges, from persistent water shortages to the devastating impact of cyclones that have destroyed homes, contaminated water sources, and jeopardized agricultural livelihoods. Rehabilitation projects and new water solutions have been critical in helping communities recover and build resilience against future disasters.

The Industry’s Top Honors

Now in its 40th year, the Frontier Awards are renowned for recognizing innovative excellence in the travel retail sector. Independent experts from around the globe pore over entries to identify those that truly stand out in categories such as sustainability, innovation, and collaboration. One Water’s success in the People & Planet category, alongside established global brands, underscores a pivotal shift in industry values—where businesses not only seek profit but also strive to amplify positive impacts.

“An Unexpected and Very Humbling” Triumph

Reflecting on the award, One Water Founder Duncan Goose shared his pride and gratitude for all who have supported the initiative. In his own words:

“It was such an honour to be invited to Cannes for the 40th anniversary of the Frontier Awards. To be nominated alongside many famous and iconic global brands was recognition enough, but to actually win the award was unexpected and very humbling. It recognises the exceptional work of all those at Avolta and World Duty Free who believe in what we are trying to do to help those that live without access to clean water and my hope is that this award will bring attention not only to the team of people who make this all possible within Avolta, but the wider issue itself. It’s an incredible honour to be part of this journey that has already changed 5 million people’s lives.

Water is essential for life, yet 703 million people globally still do not have access to safe drinking water and over 1.7 billion people lack access to a decent toilet. 3.4 million people die every year from waterborne diseases and sadly many are children under the age of 5 years old. Around the world, women and children often bear the responsibility of collecting water for their families and can walk up to 4 hours a day just to find water.

We want World Duty Free’s fantastic staff to see for themselves what their hard work has contributed to. We thank them for their continued support, it means everything to us and the beneficiaries who they are supporting in sub-Saharan Africa. We hope the upcoming trip will inspire them. Their help has been life-changing for millions. We estimate that there are still 65,000 handpumps in Malawi that are in dire need of repair and World Duty Free are integral to facilitating change, one day at a time.”

The Global Water Challenge

Goose’s mention of the stark reality—703 million people lacking access to safe drinking water—mirrors the global urgency behind sustainable water solutions. According to the World Health Organization, the absence of reliable water sources and sanitation systems continues to fuel diseases that claim millions of lives each year. Women and children, in particular, shoulder the largest burden, often walking up to four hours a day to fetch water. This reality underscores how integral partnerships like One Water and World Duty Free are to both local and international development goals.

Strengthening Corporate Purpose

For businesses, the rise of social enterprise initiatives and sustainability-focused collaborations signals an increasingly values-driven marketplace. Consumers and stakeholders alike look to companies that demonstrate genuine commitment to addressing pressing global challenges—whether in the realm of water security, renewable energy, or community development. In winning the Frontier Award for People & Planet, One Water and World Duty Free exemplify how purposeful branding can transcend transactional relationships and foster real, life-altering change.

Looking Ahead

The success in Cannes signals more than just an industry accolade; it highlights a wider movement toward responsible business models that prioritize both profit and societal benefit. As part of Avolta, World Duty Free continues to use its global reach to support One Water’s mission, helping fund ongoing clean water projects. With an estimated 65,000 handpumps still needing repair in Malawi alone, there remains significant work to be done.

Yet, if the last decade is any indication, the steadfast partnership between One Water and World Duty Free—together with the dedication of frontline staff—may set a blueprint for how travel retail can leverage its scale for global good. From solar-powered water stations to rehabilitated boreholes, the impact extends far beyond airport terminals, touching real lives in Malawi and beyond.

In an era where awards can often feel symbolic, One Water’s win at the Frontier Awards stands as a concrete testament to how collaborative efforts can address a crisis that affects millions daily. Through determination, innovation, and a shared commitment to sustainability, the travel retail sector is showing the world that commerce and compassion can indeed go hand in hand.