FOR RELEASE: 10/27/2020 @ 7 AM EST
Companies, policymakers, cities and citizens will develop and scale innovations that reinvent water consumption in the home and drive system-level transformation
GENEVA, Oct. 27, 2020 — Launched today, the 50L Home Coalition (Coalition) is a global action-oriented platform addressing two of the world’s most pressing challenges: water security and climate change. This global collaboration aims to re-invent the future of water and change the narrative on domestic water consumption by making a water-efficient lifestyle – 50 Liters (L) of daily water use per person – an irresistible aspiration for all.
The world is in the midst of an urban water crisis, and the pressures on our limited resources are only accelerating. Seventy percent of the world’s 20 megacities are already experiencing water scarcity or drought conditions, disrupting business, threatening health and exacerbating inequalities. The average home in the developed world is highly inefficient, and average per capita household water use is as high as 500L per day. Because an estimated 16% of total energy use in the home is related to water, this disproportionate domestic water consumption is also contributing to climate change.
The Coalition will advance policies, technologies and cross-industry collaboration to drive responsible water consumption in residential households and commercial buildings as a strategic lever to transform urban water management. Convened by the 2030 Water Resources Group (2030 WRG), World Business Council for Sustainable Development (WBCSD) and World Economic Forum, the Coalition is led by a pioneering leadership group of private sector, public sector and civil society representatives, including Arcadis, Electrolux, Engie, Kohler, Procter & Gamble and Suez. Under the direction of the Board, Braulio Eduardo Morera will lead the 50L Home Coalition as director, starting December 15.
The Coalition will collaborate across four key pillars to accelerate progress towards United Nations Sustainable Development Goals 6 (clean water and sanitation), 12 (responsible consumption and production) and 13 (climate action):
- Innovation: Developing solutions to address water efficiency in homes and within the wider urban water system.
- Education: Reshaping people’s relationship with water, helping to inspire daily behavioral lifestyle changes.
- Implementation: Launching pilot projects in water-stressed cities that mobilize local stakeholders and financing.
- Policy and regulation: Advancing policy, regulatory and industry frameworks to transform household water use.
In facilitating collaboration across these four pillars, the Coalition aims to make responsible household water consumption a key aspect of cities’ climate, water security and resiliency strategies.
“Our brands reach five billion people around the world, and with this scale comes a responsibility to continue innovating our products to help save energy, water and natural resources,” said Shailesh G. Jejurikar, Chief Executive Officer, Fabric and Home Care, Procter & Gamble and Co-Chair of the Coalition. “We need unprecedented collaboration between businesses, government and civil society to make 50 liters of daily water use per person a reality.”
“Through the 50L Home Coalition, we will leverage our global presence, our water chemistry expertise and our innovation in water and energy-efficient products to accelerate positive change,” said Virginie Helias, Chief Sustainability Officer, Procter & Gamble. “We need to partner with the entire water value chain through public and private collaboration, and we need cities and citizens to engage. Together, we can bring to life this ambitious and inspiring vision, re-imagining how people live in their homes so that we can collectively protect our common Home.”
“The 50L Home Coalition is a terrific way to engage and educate consumers to be better water stewards in their home and for the planet,” said David Kohler, President and CEO of Kohler Co. “This opportunity pushes us even further to innovate and deliver the next generation of water-efficient products and solutions that offer transformative value to our customers and partners. We’re excited to contribute and be in the company of several other forward-thinking organizations poised to create positive change.”
“There is still time to stop our cities from running out of water, but we must act together to do so,” said Peter Oosterveer, Global Chief Executive, Arcadis. “If we can reduce each person’s water use to around 50 liters per day, we can help preserve this resource for future generations and make a positive contribution to the fight against climate change. This is why Arcadis has joined the 50L Coalition and why we’re taking action to help ensure everyone has access to clean water.”
“Water issues moved from being difficult to solve to being complex. Water, health, food, climate, energy, agriculture issues are all interconnected, and cannot be addressed in silo,” said Annelise Avril, SUEZ Senior VP Innovation, Digital Transformation & Research. “No single stakeholder has the whole answer. SUEZ joins the 50L Home Coalition because we are convinced we need to join forces, combine our skills and expertise to come up with adequate solutions.”
“2030 WRG brings a multi-stakeholder model of collaboration that drives change through collective action on the ground,” said Karin Krchnak, 2030 WRG Program Manager. “We are excited to join the 50L Home Coalition to transform how water is used and valued by all, particularly at the urban level, as cities face increasing risks of water insecurity, shared by governments, the private sector and civil society.”
“The pandemic of 2020 has brought to light the importance of water as a front-line public health defence. In the home, we need water to cook, clean, hydrate and for hygiene,” said Peter Bakker, President and CEO, World Business Council for Sustainable Development. “Business is already providing solutions that reduce and remove the need for water used in the home. But we can do so much more. Through the 50L Home Coalition, we want to accelerate and scale the deployment of practical solutions for sustainability that reach the household and trigger systemic change.”
“As cities worldwide face increasing pressure to meet the needs for competing water resource demands, re-inventing our urban water systems to be more resilient and resource-efficient becomes critically important,” said Dominic Waughray, Managing Director, World Economic Forum. “Achieving systemic change can best be achieved through multi-stakeholder coalitions and fostering cooperation and innovation across a diverse group of leaders – the 50L Home Coalition is an exciting global action platform that will turn this vision into reality.”
“The 50L Home Coalition offers an opportunity to accelerate innovations to enable communities’ appropriate and responsible use of water resources,” said Braulio Eduardo Morera, Director, 50L Home Coalition. “I am excited about the prospect of leveraging the capabilities of the private sector, public sector and civil society. Together we will build strong collaborations with policymakers, national and local leaders and innovators to help cities adapt to climate change and avoid acute water crises.”
Reinventing water consumption in the home is not something one company or organization can do alone. The Coalition invites visionary leaders from companies, cities or civil society that are committed to solving the urban water crisis and addressing climate change to join the Coalition. To learn more about the Coalition’s projects, members or upcoming events, visit 50lhome.org.
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Continuing the collaboration with the Ministry of Environment under the framework of the “Dialogue on Water Governance with the OECD” process, 2030 WRG and the World Bank Water Global Practice are supporting the organization of a series of virtual sessions focused on strengthening local capacities around water security, governance, economic instruments for water risk management, and regulatory framework.
Participants are public officers from the institutions that are part of the Multisectoral Commission set by the Peruvian Government to lead the process: the Presidency of Council of Ministries; Ministry of Agriculture and Irrigation; National Water Authority (ANA); Ministry of Health; Ministry of Housing, Construction and Sanitation; Ministry of Energy and Mining; Ministry of Foreign Affairs; Ministry of Environment; Technical Agency for the Administration of Sanitation Services (OTASS); Water Supply and Sanitation Regulator (SUNASS); and Ministry of Production.
This webinar series is part of the activities being undertaken in preparation for the Policy Seminar with the Organization of Economic Co-operation and Development (OECD). This in turn is part of the ongoing “Dialogue on Water Governance” process that is jointly implemented between the Government of Peru and the OECD, and has started in January 2019. A preliminary version of the OECD’s assessment and recommendations on water governance in the country will be shared and discussed during this seminar.
September 25, 2020 – Organized by the Organization of American States, this webinar gathered water specialists from diverse organizations in Brazil to mitigate potential climate change impacts on water resources and address water-related risks. The virtual meeting aimed at sharing experiences, lessons learned, and good practices from Brazil to better respond to recurring water crises across the Americas using a collaborative approach. Brazil shared its experience in facing droughts while 2030 WRG – drawing from the case of the partnership’s own program and current initiatives in São Paulo – shared its global experience in establishing multi-stakeholder platforms to advance the implementation of coordinated actions for water security.
Participants included representatives and national experts from sectors that are repeatedly affected by droughts and floods in Brazil and elsewhere in the Americas, members of the hydrometeorological community, and decision-makers.
Integrated solutions that deliver 50L per day, per person
in-home water consumption in urban residential living.
Water has been a top five risk on the World Economic Forum Development Report for nine consecutive years. This speaks to the insufficiency of our collective efforts to-date to address this risk. We understand the impacts and dependencies of water on other key risks. For example, the failure of urban planning and critical infrastructure failure, and many other risk factors that are relevant for today’s discussions around water security.
Water risk manifests at a local level. And what we see is that more and more cities are impacted by water stress. Three quarters of the world’s largest 20 cities are experiencing water scarcity. This impacts food and energy security and ultimately causes hardship for people. In cities across the world from LA to São Paolo, from Cairo to Chennai, we are seeing city officials needing to respond. The water stress that Cape Town experienced in 2018 was a day-zero scenario where the threat of running out of water catalyzed much stakeholder action.
And as is often the case, crisis compels action, but can also lay the foundations for a more resilient future. At the height of the drought in Cape Town, citizens were limited to 50 liters per person per day. When one compares this to global averages, this is up to 10 times less than some cities in the US, for example. What Cape Town taught us was that 50 liters per person per day is sufficient. The need for concerted action between business, cities, and civil society to accelerate action towards water security, is where the 50 Liter Home Coalition works with multiple stakeholders to build a global movement that catalyzes action on the ground.
To learn more, please see below the materials from the virtual events organized by the World Business Council for Sustainable Development, fellow Coalition member:
- August 24, 2020 – “50L Homes and the Future of Urban Water & Energy“: Virtual Session at 2020 World Water Week at Home | session recording and presentation
- September 22, 2020 – “Re-Inventing Our Urban Water Future“: Affiliate Session at World Economic Forum Sustainable Development Impact Summit 2020 | session recording and presentation
2030 WRG participated in the Forum’s Sustainable Development Impact Summit with an affiliate session that, in light of COVID-19, stressed the need to raise water as a top priority of stakeholders and further busting of silos. The session gathered over 150 people and shared how MSPs mobilize action and lead to results with country examples focused around reforms generated through MSPs in transforming value chains and building resilience.
Please see the link to the recording
See also attached Mr Sandigawad’s remarks (translated into English). He spoke in Hindi during the event. Apologies the closed captioning did not work for everyone.
Speakers included (in order of appearance)
- Mari Pangestu, Managing Director Development Policy and Partnerships, World Bank
- Tony Milikin, Chief Sustainability, Procurement, and Circular Ventures Officer, AB InBev
- Vimal Shah, Chairman, Bidco Africa, Kenya
- Mercedes Castro, CEO, Agualimpia, Peru
- Andrew Tuimur, Chief Administrative Secretary, Ministry of Water, Sanitation, and Irrigation, Kenya
- KV Raju, Chief Economic Advisor, Government of Uttar Pradesh State, India
- Ajay Bathija, Managing Director, Coca Cola Bangladesh
- Anil Jain, Vice Chairman and Managing Director, Jain Irrigation, India
- Ningappa Sandigawad, Progressive Farmer, Ramthal, India
- Juergen Voegele, Vice President for Sustainable Development, World Bank
- Paul Bulcke, Chairman of the Board, Nestlé
The discussions focused on three key areas of joint action:
- making a strong, evidence-based case for water as a public health priority; for water as an environmental priority; and for water as an economic growth priority – and the need to break down the silos between these;
- the crucial importance of country ownership and locally-led, multi-stakeholder partnerships to drive policy and implementation on the ground that is inclusive, transparent and scalable;
- the importance of transforming value chains across different industry sectors, from agriculture to mining and manufacturing.
Sessions conclusions and next steps include:
- Delving deeper and leveraging WBG investments for greater impact in the countries of 2030 WRG Multi-Stakeholder Platforms
- Expanding 2030 WRG presence from national and state levels to the city level as well as gradually to new countries
- Innovating faster and shaping the global agenda on value chain transformation, circular economy promotion and resilience, for systemic impact.
2030 WRG has already developed collective action models across 14 countries and states. Now, as part of the World Bank’s Water Global Practice, the program needs to scale, replicate, and expand its impact in the 10-year stretch to reach the 2030 SDGs.
We look forward to continuing the conversation with many of you and if you would like reach out to us about deeper involvement in 2030 WRG, please do get in touch.
World Water Week 2020 has been held online this year with virtual adaptations of all sessions. The theme for WWWeek At Home this year was ‘Accelerate Action on Climate Change’ and ran 24-28 August, 2020. Thanks to all of you who were able to join the sessions and engage with us on important topics. Please see below recordings of our Water Week sessions.
50L HOMES AND THE FUTURE OF URBAN WATER & ENERGY
This session was a call to action to the global water community to engage in the 50L Home Coalition, a multi-stakeholder collaboration launched later in 2020. The session introduces the rationale and objectives of the Coalition and identified key areas for collaboration that lead to water and energy efficiency in the home. Read more >>
BUILDING RESILIENCE AT ALL LEVELS – FROM LOCAL TO NATIONAL
With a largely urbanized population, Brazil faces unresolved historical social and infrastructure deficits, resulting in precarious urbanization territories. Especially in big cities, old challenges, as insufficient fresh water reserves, incomplete water distribution and sewage treatment, pollution of water sources, are aggravated by climate change, demanding new policies towards water security. Read more >>
NATURE-BASED SOLUTIONS TO ADDRESS WATER SCARCITY DUE TO CLIMATE CHANGE
The session focused the dialogue around the central role that NBS plays to achieving the Sustainable Development Goals (SDGS), highlighting the social, economic and environmental co-benefits. Participants discussed the contributions of NBS to improve water security and create resilience in a future scenario of water scarcity. Read more >>
MULTI-STAKEHOLDER COOPERATION TO LEVERAGE THE SDG6 IN THE BUSINESS AGENDA
The session discussed the link between climate change and its impact on WASH. The session brought together representatives from various countries to discuss impacts of access to water and sanitation that they are facing due to climate change. Read more >>
July 9, 2020 – 2030 WRG participated in Session II of the Farmer-Led Irrigation Development (FLID) webinar series hosted by the International Water Management Institute together with the World Bank, the Daugherty Water for Food Global Institute, and the Global Water Partnership. The session focused on sustainably accelerating inclusive FLID as a key to recovery from COVID-19. A video recording of the session can be accessed here or watched below.
Issuing the closing remarks of the session, 2030 WRG Senior Water Resources Management Specialist, Joy Busolo, outlined three key take-aways from the session, drawing on lessons learned from 2030 WRG programs across Asia and Africa.
- Technical tools are important but must be accompanied by incentives for behavioral change toward more efficient water-use behavior and local norms.
Enforcing rules based on community coordination and a participatory approach can be effective at inducing efficient behavior among water users as opposed to traditional top-down approaches. To this end, social learning interventions and other low-cost support mechanisms for improved water resources management can be effectively leveraged, even on a large scale. Developing and providing such incentives will require a combination of public and private actors coming together for such provision as well as the availability of reliable data.
- Data measurement and collection is critical.
Addressing information asymmetry on the sustainable use of water resources and of productive services is critical to scaling inclusive FLID sustainably and reducing risks. For example, it is still necessary to further test assumptions on water users’ efficient behavior in order to determine whether models can be scaled up. Likewise, more comparative data in terms of volumes of water saved by different models and incentives is needed. Additionally, a greater understanding is required of how such models and incentives affect water markets and choice of crops as well as the impact of such choices on the availability of water resources. Improving the collection and harmonization of local data and information underlines the need for collaboration and coordination among sector stakeholders.
- Scaling inclusive FLID sustainably requires collective action and an integrated, multi-scale approach.
Many water users sharing the resource remain unknown to each other, resulting in issues of representation and voice – whether in terms of engaging with farmer associations or women. There is a clear need for different sectors and stakeholders to learn from each other. This in turn fosters an inclusive ecosystem that enables and is conducive to the formulation and implementation of policies, plans, and interventions for the sustainable scaling of FLID. Strengthening private sector engagement in the FLID space can help fill gaps especially in innovative financing and creative technology solutions as well as data collection.
2030 WRG and the way forward
This last idea offers a starting point for moving forward. Strengthening collective action among sectors and stakeholders helps incentivize necessary behavior changes and facilitates the harmonization of information required for sustainable water resources management.
In the Indian province of Karnataka, the 2030 WRG Multi-Stakeholder Platform (MSP) facilitated the Drip-to-Market Agri-Corridor (DMAC) in Ramthal, which is one of the world’s largest automated community drip irrigation projects and the first of its kind in India. The project has helped reduce the water used for agriculture by up to 40 percent and is being scaled and replicated in other districts in the province. Meanwhile in Eastern Africa (e.g., the irrigation financing facilities of Kenya* and Tanzania), several partners across different sectors including governments, financial institutions, and equipment providers have come together and continue to innovate in irrigation financing for small-scale farmers, leveraging market linkages and partnership models to increase access to finance for irrigation.
Working to unite diverse groups with a common interest in the sustainable management of water resources is at the core of 2030 WRG. While collective action is not an end in itself, it offers a valuable mechanism for scaling inclusive FLID sustainably.
* For the Kenya Irrigation Financing Facility, please refer to p. 88 of the hyperlinked document, particularly the paragraphs on Farmer-Led Irrigation Assessment and Advisory Support.
Washington DC, July, 2020 – Unilever has joined the 2030 Water Resources Group, a multi-donor trust fund hosted by the World Bank Group, to support 2030 WRG activities globally and in its country programs. The collaboration will focus on strengthening multi-stakeholder collaboration between public, private, and civil society actors on sustainable water resources management.
By 2030, demand for water is expected to exceed freshwater supply by 40%. Due to a lack of adequate infrastructure 1 in 3 people lack safe drinking water, while over half of the global population lack safe sanitation, and 80% of the world’s wastewater is not treated. Handwashing is critical to prevent the spread of COVID-19, but nearly 40% percent of the world’s population—lack basic handwashing facilities. Leadership and strong partnerships are needed for long term social and economic recovery that focus on sustainable water resources management.
Tackling the water scarcity challenge, that is exacerbated by climate change, requires collective action. Unilever sees long-term growth concurrently with reducing the company’s environmental footprint and increasing its positive social impact.
Unilever’s CEO, Alan Jope, will join 2030 WRG corporate, public, and civil society partners at the Global Governing Council and Steering Board levels. The company can also directly interact with any of the active multi-stakeholder platforms in 14 countries/states where the trust fund is currently present.
“We all know water is critical for lives and livelihoods; yet we are wasting it, polluting it, and taking it for granted. We need collective action to solve a water crisis that is wreaking havoc in villages, towns and cities across our planet. Unilever is stepping up its action on water and we look forward to working with the 2030 Water Resources Group for bigger, broader impact.” said Alan.
“The 2030 Water Resources Group is committed to facilitating public-private collaboration to drive resilient economies and societies. We have an opportunity to be part of the current regenerative business movement that has a focus on systems thinking to protect, restore and replenish both human capital and natural resources. It is now more critical than ever for stakeholders to join forces to advance water security outcomes. We are delighted to welcome Unilever as a global 2030 WRG partner, with its core commitment to the principles of water sustainability, equitable access and livelihood security,” said World Bank Vice-President for Sustainable Development, and 2030 WRG Governing Council Co-Chair Juergen Voegele.
“In the context of growing uncertainties in the world economy and escalating resource constraints, the private sector has a unique role to play in catalyzing innovation, facilitating sustainable delivery models, and serving as an agent of systemic change. Together with the public sector and civil society, companies can drive transformative leadership in the way water resources are managed. Unilever’s commitment to join 2030 Water Resources Group builds on its legacy of accelerating environmental and social sustainability across its value chains and consumer base. We very much look forward to Unilever’s engagement in 2030 Water Resources Group to provide a joint impetus to the global resilience and water security agenda,” said Nestlé Chairman of the Board and Co-Chair of the 2030 WRG Governing Council Paul Bulcke.
Unilever has recently already been collaborating with 2030 WRG in Bangladesh, with the help of the Bangladesh Red Crescent Society, to prevent the spread of COVID-19 at Deputy Commissioner’s offices in 64 districts, supplying drinking water to all hospitals designated for COVID-19 in Dhaka, and conducting a nationwide WASH public education campaign to reach 20 million people.
About the 2030 Water Resources Group
2030 WRG is a public, private, civil society partnership that supports country-level collaboration designed to unite diverse groups with a common interest in the sustainable management of water resources. The trust fund engages stakeholder groups through structured, action-oriented platforms in-country, which have already mobilized close to $1 billion since inception in water security responses. See more: www.2030wrg.org www.twitter.com/2030WRG #2030WRG
Read Unilever’s commitment to sustainable development
Unilever sets out new actions to fight climate change, and protect and regenerate nature, to preserve resources for future generations
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Alida Pham, 2030 Water Resources Group
External Relations Officer