EXECUTIVE SUMMARY Launched in June 2025, the EU Water Resilience Strategy (WRS) outlines over 45 actions to restore and protect the water cycle, build a water-smart economy to support competitiveness, secure clean and affordable water for all, boost investment in water infrastructure, and integrate water into security and resilience planning. Business at the heart of water resilience European businesses are pivotal in turning the EU WRS ambitions into reality. Industry leaders welcome the strategy’s bold vision and recognise the urgency, but emphasise that effective implementation requires supportive policies, harmonised standards and frameworks, and targeted incentives. A clear mandate for joint business-policy action We interviewed European citizens in eight countries (France, Germany, the Netherlands, Spain, Italy, Sweden, Portugal and Poland) and sustainability experts across the EU, and the message is clear: Europeans are concerned about water: Europeans want to see action: Experts point to what is needed for advancing sustainability progress: 86% say shortages of fresh water is a serious problem . 81% believe large companies have a responsibility to encourage governments to do more to protect water. 91% want governments to create the right conditions for businesses to protect and manage water sustainably. 75% of sustainability experts in Europe say subsidies are the most impactful government lever. >70% of sustainability experts point to circular economy practices (71%) and technology innovation (70%) as the most impactful business actions. Five EU policy levers for impact Through subsequent interviews with corporate executives across the EU, we identified a set of levers or key solutions that can help businesses overcome barriers and move faster in implementing the EU WRS. #1 #2 € Harmonised standards and supportive frameworks to scale investment potential: Coordinated, fit-for-purpose EU standards and supportive frameworks at the Member State level to unlock industrial water reuse and circularity across the EU. Financial incentives and mechanisms to support infrastructure and innovation: Grants, tax credits, subsidies, public-private investments, and supportive water pricing to overcome cost barriers. #4 #5 Local capacity building and cross-sector collaboration to drive integrated and shared business solutions: Empower local leaders and foster partnerships to drive innovation, shared infrastructure, and action at the watershed or catchment level. Societal momentum to treat water as a critical resource: Consumer campaigns, public awareness, inclusive partnerships, transparency, and dialogue to build trust, upskill the next generation, and make action on responsible water use a shared societal priority. #3 Strategic awareness and guidance for business to integrate water stewardship into strategic commercial planning: Clear, harmonised guidance and tools to create a common understanding and enable strategic implementation at business level. TAPPING INTO SOLUTIONS: OPPORTUNITIES AND CHALLENGES FOR INDUSTRY IN EUROPE’S RESILIENT WATER FUTURE
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