More than 40% of Europe’s population already experiences water scarcity – and unless bold action is taken, the situation is only going to get worse. Southern Europe is particularly exposed, with up to 70% of the population facing summer shortages. But the threat is creeping north and east, as erratic rainfall, rising temperatures and relentless demand put pressure on water systems across the continent – from Poland to Portugal, Norway to the Mediterranean.
A 2024 report by the European Environment Agency (EEA) confirms the trend: climate change, pollution and over-abstraction are combining to form a perfect storm. Droughts are becoming more frequent, more intense and more damaging. If emissions stay on their current path, up to 65 million people in the EU and UK could be affected by seasonal water scarcity by 20501. Agriculture, tourism, public health and ecosystems will all suffer, along with the economic foundations of water security.
Europe’s strategic response: The water resilience initiative
Faced with this mounting pressure, the European Commission launched its Water Resilience Initiative in 2024. For the first time, it signals a strategic shift – from infrastructure-only responses to a broader, more holistic approach grounded in demand-side management, digital transformation and citizen empowerment.
The strategy includes a bold target: to enhance water efficiency by at least 10% by 2030. And crucially, it promotes the principle of “water efficiency first”- prioritising smarter use of what we already have over expanding supply. In order to succeed, this shift demands scalable, customer-focused tools that can influence behaviour, improve data visibility and embed resilience across systems and societies.
Where Advizzo can help
Our behavioural engagement platform was designed to help utilities drive measurable efficiency gains and customer action – long before the EU’s Water Resilience Initiative brought these priorities into sharper focus. Today, our proven tools and methodologies are closely aligned with the strategy’s core pillars: demand-side management, digitalisation, public engagement and transparency. By turning household data into personalised insights, we empower water companies to engage customers, reduce consumption and embed long-term resilience into their operations.
Here’s how our approach supports each of the EU strategy’s key focus areas:
a) Demand reduction and efficiency
- Personalised home reports give each household visibility over their water use – highlighting where they can save and how efficient they are compared to similar homes.
- Behavioural nudges and boosts, including timely leak alerts and tailored efficiency tips, are proven to prompt action and shift habits over time.
- Programmes can include incentives to reward water-saving behaviours and promote long-term change.
b) Digitalisation of water services
- Our platform integrates seamlessly with smart meters, unlocking real-time usage data to inform proactive engagement.
- Using AI-powered segmentation, water utilities can deliver dynamic messages based on customer behaviour, demographics or risk.
- Detailed performance tracking enables robust reporting and continual programme improvement.
c) Public engagement and equity
- We transform complex data into accessible, visual communication that builds trust and drives action.
- Messages are adapted for different user groups, including vulnerable households – to ensure fairness and reach.
- Utilities can launch education campaigns that boost water literacy and support sustainable behaviour at scale.
d) Monitoring and transparency
- Customer-level dashboards give users clarity and control over their own consumption.
- Utilities can aggregate data for regulatory reporting, policy alignment and internal decision-making.
- Built-in benchmarking tools help evaluate progress and compare outcomes across geographies and customer segments.
The opportunity for water utilities
This is a turning point. Europe’s water crisis is no longer a distant threat – it’s here. But with urgency comes opportunity. Utilities that embrace behavioural engagement now can not only reduce demand and mitigate risk, they can modernise services, build stronger relationships with customers and play a defining role in shaping a resilient, water-smart Europe.
At Advizzo, we’re ready to help. Our platform combines behavioural science, smart data and digital tools to turn ambition into action. Because water resilience doesn’t start with infrastructure. It starts with people.
Source ref
1 https://www.politico.eu/article/eu-water-water-resilience-strategy-crisis-by-the-numbers/
Suggested further reading
Blog – From Smart Meters to Smart Customers: Unlocking the Full Value of Water Data with Behaviour Change
Blog – Digital Solutions for a Water-Resilient Europe: The Role of Smart Engagement
Blog – Rebuilding Trust in the Water Sector: How Advizzo Helps Utilities Reconnect with Customers