The present paper takes under analysis water problems and related opportunities, revolving around two central issues: water scarcity, where the wastewater is seen as a part of the solution through its transformation into new water, clean and usable, and water contamination, where wastewater treatment becomes a business opportunity. Scientific evidence on the perceptions of water scarcity and wastewater treatment as business opportunities is based on a non-probabilistic survey. The questionnaire was applied to a sample of 150 subjects (54% - industrial activity, 20% - domestic, 13% - tourist activity and 13% - other activities) from North-Western Romania. The need for wastewater treatment was investigated considering its threefold dimension: economic (need for water as a resource, costs reduction), ecological (environment protection), and social (human health protection and provision of clean water). The most important purchasing criteria of a wastewater treatment micro-station declared by the subjects were: the capacity to clean the waters of all the polluting compounds, to comply with the legal standards, the system life span and the suitability of the micro-station to the amount of received wastewater. Based on statistical data, several eco-challenges and their potential implications for environmental governance, business in particular, have been identified.