The World Water Forum has opened in the southern French city of Marseilles. Leading business and finance leaders will discuss water conservation and the increasing affect of water supplies on global politics.

Global water demand is expected to rise by 55 percent by 2050, according to a study released last week by the Organization for Economic Cooperation and Development.

More than 40 percent of the world’s population are predicted to suffer water shortages. The report, which will be discussed at the forum, calls on policy makers to better manage the competing water demands of people and countries.