Members on the future of housing and public spaces in the EU
Guest articles by Laura KLITGAARD (The Danish Society of Engineers - IDA), Signe HELLEDI (Cycle Superhighways), Nils Thor ROSTED (Amager Resource Centre), and Gustavo GHIDINI (Movimento Consumatori)
Interview with rapporteur Elena-Alexandra CALISTRU on Measures for a resilient, cohesive and inclusive European economy (EESC opinion ECO/661)
The EU Horizon two-year project FLOW, Future Lives with Ocean and Waterstackled the problem of the emotional disconnect between people and waters, which was highlighted by the European Commission's Mission Restore our Ocean and Waters. FLOW specifically focussed on connectedness of young generations and it did so through co‑creation: it was not about them, but with them. FLOW's coordinator Riyan van den Born spoke to us about the project on behalf of all FLOW partners.
The EU Horizon two-year project FLOW, Future Lives with Ocean and Waterstackled the problem of the emotional disconnect between people and waters, which was highlighted by the European Commission's Mission Restore our Ocean and Waters. FLOW specifically focussed on connectedness of young generations and it did so through co‑creation: it was not about them, but with them. FLOW's coordinator Riyan van den Born spoke to us about the project on behalf of all FLOW partners.
The FLOW project reveals surprising emotional and cultural ties that young Europeans have with water. What key insights stood out and how should these shape EU water policies going forward? And what is the most effective way to genuinely engage young people in shaping Europe’s water future?
Emotions we encountered when talking with young people about problems related to oceans, water, nature and climate varied from joy, hope, love and care to anger, frustration and sadness, with some people expressing feelings of depression, despondency and helplessness.
Many young adults who participated in FLOW have a hard time dealing with these emotions.
Some develop coping mechanisms, such as avoiding news. However, many of the young adults involved in the water initiatives studied still have hope that things can change for the better.
Peers and collective action play an important role in inspiring hope. Many young adults realise that individual strategies alone do not solve complex problems, and that collective action is needed to make a real impact.
Those young people who connected with peers and worked together with them in (mostly local) projects, found a sense of purpose in their actions and believed that collective efforts can make a real difference. Moreover, many young people said that intergenerational solidarity inspired them to take action for water.
Our research shows that connectedness with water is rooted in childhood experiences. Different approaches based on different dimensions of connectedness (Ives at al., 2018) speak to different people, for instance focusing on experiences or on intellectual interests.
Drawing from these key insights, we recommend bringing young adults closer to EU water policies by:
creating and facilitating opportunities for building different forms of connectedness with nature and water, from childhood onwards;
promoting a broad variety of frameworks and approaches in European initiatives to motivate young people to take action for water;
encouraging policies that facilitate youth participation in conservation efforts. This includes hands-on initiatives such as citizen science projects and volunteering where young people actively engage with conservation projects;
creating conditions for finding likeminded peers, as working together builds trust in others and hope for the future of oceans and waters.
What have you learned about how water is portrayed in the media and culture, and how do these portrayals affect young people’s views on water and its protection? How can this inform how the EU talks about water issues?
FLOW’s foresight study, analysing fringe and popular cultural sources from different media (such as movies, podcasts, books, games), revealed signs of potential change in human‑water relations. Water is often depicted as both a resource to be exploited and a powerful force worthy of respect and protection. Some cultural expressions focus on the beauty and fragility of oceans, emphasising their vulnerability to human actions, while others highlight the ocean’s role as a threat—a force that must be managed or controlled. In this regard, young people’s views are often a continuation of ‘older’ ways of knowing and relating to oceans and waters.
An interesting sign of potential change that emerged from the analysis of cultural sources was a shifting away from a human-centred worldview. Both the cultural sources and the initiatives studied showed a growing interest in ‘more-than-human’ perspectives, revealing the interconnectedness of humans and nature, fostering a sense of connectedness that is vital for environmental conservation.
Themes of stewardship, blue innovation and rights-based approaches — such as granting legal rights to water bodies— emerged as significant sources of optimism. These hopeful signs reflect a growing belief in humanity’s capacity to not only restore and protect aquatic ecosystems but also to partner with water to solve challenges (what we call nature-based solutions).
Moreover, the analysis revealed a deep sense of urgency among young generations regarding the precarious future of aquatic ecosystems. Climate change, pollution and the collapse of marine biodiversity are perceived as existential threats, with many cultural indicators expressing a fear of ‘losing nature’.
These findings suggest that Mission Ocean should:
engage young generations in initiatives that emphasise the interconnectedness of humans and aquatic environments. Strengthen stewardship visions, fostering responsibility for protecting ecosystems;
link to youth culture and use media that resonate with young generations to promote positive human-water relations;
find innovative ways to include more-than-human perspectives instead of only a human-centred worldview.
If you had to pick a bold, youth-led innovation from FLOW that could transform EU water policy, what would it be? In what ways should young people be included in the EU's work on oceans and waters?
Inspiring examples are Embassy of the North Sea (Netherlands) and Parlement de Loire (France).
Include young people in transforming EU water policy. Build on their sense of urgency, engagement and connectedness with water to co‑create EU water policy. That way, their trust in other people and institutions will be increased, generating hope for the future of our oceans and waters. It is important that these initiatives combine different routes for strengthening connectedness: for instance, experiential, affective and reflexive in different forms based on heritage, philosophy and art.
Riyan van den Born is the coordinator of the FLOW project. Max Priebe, Zoheb Mashiur, Bernadette van Heel and Melania Borit also contributed to the interview.
FLOW brought together engaged young adults from many European countries with five pioneering water initiatives, three research organisations, Radboud university (The Netherlands), Fraunhofer ISI (Germany), UiT The Arctic University of Norway and the civil society network Volonteurope (Belgium). FLOW has received funding from the European Union’s Horizon Europe research and innovation programme.
There is a strong business case for investment in water. A water-resilient Europe will be a competitive Europe, driven by sustainable innovation, technology development and job creation. With decades of proven expertise, European industry can play a leading role in supporting this transition, writes Harriet Cullum, Global Head of Water, Agriculture and Nature at Diageo, one of the world's top producers of alcoholic beverages.
Water is in every product we make. For Diageo, managing our impact on water – and being good stewards of this precious shared resource – is integral to achieving our performance ambition, to maintaining our licence to operate and to our response to the climate risk. We report fully and transparently on our water risks and performance – including in our Annual Report and accompanying ESG (Environmental, Social and Governance) Reporting Index – and are consistently rated high performers in external indices and rankings.
Diageo therefore warmly welcomes the EU Water Resilience Strategy: together we can accelerate adaptation and lead the transition towards sustainable water management.
However, we might be the most water-efficient distillery or brewery, but it would unfortunately not be enough. The climate crisis is a water crisis, and it is disproportionately impacting the most vulnerable in society. The only way to tackle it is to adopt a holistic, whole-of-society approach. Collaboration and collective action are essential for building broader supply chain resilience. Companies, governments, civil society, communities and scientific experts need to work together at global, country and local levels to advocate a fair and inclusive response to the crisis. Together we can share knowledge, exchange good practices and technological expertise in water management, and pool resources to identify and implement concrete solutions for addressing our shared water challenge.
Synergies could be created with the Water Action Hub, a global online collaboration and knowledge-sharing platform developed by the UN's CEO Water Mandate to help companies and other organisations address water risk, advance sustainable water management and build collective action from an economic and shared water risk perspective.
A water-resilient Europe is a climate-resilient Europe, with a thriving, innovative agricultural sector which relies on efficient water use and water-efficient ingredients. If we want to address the water crisis effectively, these pillars cannot be mutually exclusive. Water, carbon, soil health and biodiversity are all inter-connected. As a result, the key to achieving better outcomes for water is to consider the broader landscape, the players operating within it, and their co-dependencies.
We believe that regenerative agriculture and landscape management have the potential to generate combined benefits, such as reducing and storing carbon emissions, optimising fertiliser use and addressing water quality challenges and nature loss over the longer term. To get there, digitalisation – coupled with education and upskilling – will be pivotal. We look forward to partnering with the EU to ensure that our supply chains take account of the transition towards sustainable agriculture and efficient water use.
Finally, innovation and new technologies are critical for improving water-use efficiency and building climate resilience. For example, we are continuously improving our operational excellence through investment in less water-intensive processes and technologies (such as water-less cooling towers and optimised water use associated with clean-in-place systems through sensor technology), as well as in water reuse and water recycling projects.
We are doing our part: for more than twenty years, Diageo has been investing in water, our most precious resource, adopting a holistic strategy which incorporates the interdependencies between water security, climate change risk, access to drinking water, gender equality, nature and regenerative agriculture in order to help unlock the investment needed to address the water crisis.
A key pillar to our approach to water is that it should remain people-centric. We strive to provide access to clean water, sanitation and hygiene (WASH) in water-stressed communities near our sites and in water-stressed areas that supply our raw materials. Since 2020 we have implemented 35 WASH projects, benefiting nearly 200 000 people, mostly in rural communities.
While we are well positioned to meet our water efficiency targets for our direct operations, addressing water recycling and upcycling beyond the four walls of our sites presents untapped potential for securing water resilience in Europe. Together we can promote, incentivise and reward water reuse and recycling. There is therefore a strong business case for investment in water, not only to accelerate and scale up the combined impact we can have together, but also to help build resilient, inclusive communities. As a result, we see the EU Water Strategy as a key enabler for European industry to partner with the EU so as to accelerate the transition towards sustainable water management.
To conclude, awater-resilient Europe will be a competitive Europe,as it will be driven by sustainable innovation, technology development and job creation. European industry has accumulated decades-long expertise and can play a leading role in supporting this transition. We are excited to be part of this project and to contribute to this journey.
Harriet Cullum is a sustainability leader and Global Head of Water, Agriculture and Nature at Diageo, a global leader in premium drinks, across spirits and beer. She previously served as Global Head of ESG (Environmental, Social and Governance) Insights and was in charge of ESG reporting.
Diageo is Europe’s leading global premium drinks producer that owns and produces over 200 brands (including internationally renowned names such as Baileys, Guinness, Tanqueray and Johnnie Walker) and operates across more than 180 countries.
Protecting consumers in the water sector goes beyond economics – it’s about public health, environmental sustainability and human rights. Any EU strategy on water resilience must put people first, with binding national commitments and a clear framework for water justice, writes Paulo Fonseca, advisor on strategy and public affairs at the Portuguese Association for Consumer Protection, DECO.
Protecting consumers in the water sector goes beyond economics – it’s about public health, environmental sustainability and human rights. Any EU strategy on water resilience must put people first, with binding national commitments and a clear framework for water justice, writes Paulo Fonseca, advisor on strategy and public affairs at the Portuguese Association for Consumer Protection, DECO.
Water is a human right, as formally recognised by the United Nations since 2010. Beyond that, it is a fundamental resource for human life and our ecosystems.
However, this vital resource is increasingly coming under pressure, both globally and in certain European countries. Persistent droughts and extreme weather events, over-exploitation, pollution and weaknesses in management and distribution systems are today a tangible reality for millions of people. The recent EU Blue Deal, presented by the European Economic and Social Committee (EESC) in 2023, marks a decisive step towards placing the water sector at the centre of EU policymaking. Nevertheless, for this or any other initiative to be truly effective, it is essential that the rights and needs of consumers are placed at the heart of all related decisions.
First and foremost, as with energy poverty, it is crucial to tackle water poverty. This concept must be fully integrated into EU policies on cohesion, social justice and consumer protection, as many citizens still lack access to water in sufficient quantity and quality to ensure a dignified life. Others, due to economic vulnerability or exposure to climate change, face the real risk of losing that access altogether. This implies that both physical access and economic affordability must be treated as core principles, particularly to ensure that water tariffs reflect not only the cost-of-service provision but also the principles of social justice and consumer protection.
Similarly, the increasing risk of droughts calls for a joint and preventive European response. The climate crisis is making drought episodes more frequent, prolonged and severe. Water scarcity cannot be managed solely through restrictions on domestic consumption. Instead, it requires comprehensive action involving all sectors – from agriculture and industry to tourism. Efficient water use must become a strategic priority, but this also calls for clear commitments and safeguards from policymakers.
Safe water constitutes another critical dimension. The Water Framework Directive and the recent recast of the Directiveon the quality of water intended for human consumption represent significant legislative progress, but their implementation remains uneven across the Member States. Pollution and the effects of climate change pose serious threats that must be urgently mitigated. In addition, access to information, transparency in monitoring and the right of consumers to be informed about the quality of the water on their bills must be strengthened at the European level.
It is also important to point out that water is delivered through a complex system, characterised by different governance and management models across Europe. For this reason, it is vital to apply the ‘quality by design and by default’ principle by developing a concrete consumer framework regarding contracts, billing, complaints handling and dispute resolution schemes, especially when the service is provided under natural monopoly conditions. A robust model must be put in place at European level to hold providers accountable, ensure transparency, prevent water losses and ensure compensation for consumers when obligations are not met.
The EU Blue Deal calls for an integrated approach, linking water policy with the green, energy and digital transitions. We strongly support this comprehensive perspective, but it is imperative that consumer rights are not diluted in the process. On the contrary, multiple opportunities exist to make the sector more resilient. One such opportunity lies in digitalising the water sector, including the use of artificial intelligence to reduce water losses, rolling out smart meters to help consumers monitor and manage their water consumption more effectively, and developing different tariffs adapted to individual consumption profiles.
The Portuguese Association for Consumer Protection, DECO, plays a pivotal role in safeguarding consumer rights in the water sector. Through awareness campaigns, tariff monitoring, consumer engagement and close cooperation with companies and regulators, we have consistently advocated for fair tariffs that are aligned with household income and the real cost of the service, for the provision of safe services with positive impacts on efficiency and for the active involvement of consumers in water governance mechanisms.
In December 2024, DECO participated in the EESC's European Consumer Day themed Water challenges: Exploring consumer perspective - Moving ahead on EU Blue Deal. The event shed new light on protecting consumer water rights and promoting water-efficient consumption by encouraging changes in consumer habits, supported by innovative tools and technologies to make water use more sustainable.
Protecting consumers in this sector goes beyond any economic or social goal. It is also a matter of public health, territorial cohesion, environmental sustainability and respect for human rights. For this reason, any EU water resilience strategy must place consumers at the heart of every decision. It is urgently necessary to ensure binding commitments from Member States, ambitious national policy measures and a framework of water justice for all.
Paulo Fonseca is advisor on strategy and public affairs at DECO, the Portuguese Association for Consumer Protection, DECO, is the country’s largest independent non-profit organisation dedicated to defending consumer rights through legal support, education, advocacy and nationwide services.
