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Press Release
Global Coalition to Tackle Urban Water Crisis, Address Climate Change Through Public-Private Collaboration

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 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.

Read the full release here.

Moving beyond behavior change — to culture change

Join us as Michele Baeten, P&G's VP of Global Sustainability, leads a masterclass on leveraging consumer insights to not only inspire behavior change, but to shift culture — at Brands for Good: Change at the Speed of Culture on June 15, 2021.

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