I get asked a lot how we can engage the millions of people who say they care about water, but mostly sit on the sidelines. This question feels especially timely a month from the midterms. It’s been a challenge forever, and it’s gotten harder recently. But we have an opportunity now to turn the tide.

Trust in government, media, and corporations is plummeting, and many people are opting out of politics because they feel the whole system is rigged. We see this cynicism (or “hope gap”) in polling, with fewer people expressing confidence that solutions are within reach, which makes them less likely to get involved. But, this frustration is also an opportunity, because it spans divides.

We have a chance now to build a “bigger we” around a vision for government that meets everyone’s basic needs for home, health, and connection. There’s remarkable agreement that this country is meant to stand for “We the People.” So how can water advocates build power around this promise, whatever happens in November?

Here are three ideas, based on conversations with grassroots partners, a thorough review of recent opinion research, and dozens of articles from brilliant political and narrative strategists: 

1. Connect water to people’s plates and pocketbooks. Right now, cost of living is voters’ top concern. Water rates are rising twice as fast as inflation, and 19 million households face unaffordable water bills. Drought and flooding are also driving up grocery costs. We can ease pressure on family finances by ramping up federal water spending (which is about to drop off a “cliff”), and creating state and national ratepayer assistance programs similar to the ones available for energy, phone, and internet bills.
2. Tap into growing concerns around corporate influence: 92% of voters (including 90% of Republicans) are worried about government corruption. They see elected officials prioritizing wealthy special interests while neglecting people’s basic needs. Water Hub research shows that anti-corporate messages can help build support for common-sense water limits for both data centers and industrialized agriculture. Note: We can lean into accountability without fueling more cynicism by sharing examples of successful campaigns and government working for the people. (See below!) 
3. Counter doom-ism with hope: Heading into the midterms, it’s important to talk about recent wins, from billions in new water funding in Texas, Iowa, Colorado and Kansas City to a growing wave of data center bans and pauses. Rather than focusing on the specific policies, however, we recommend talking about the big picture: people coming together to fund essential infrastructure, oppose backroom deals, and block Big Tech’s land, water, and energy grab. This is just the beginning of Americans asserting their right to a democracy that serves ordinary people rather than billionaires.

These are strategies water groups can use right now in their communications. But, to truly reshape failing systems and drive durable progress, we need to think beyond the next election or legislative session, and invest in long-term culture change. That will require:

1. Reaching beyond the echo chamber and connecting water to people’s homes, hearts, and health through partnerships with online influencers, artists, entertainment media makers, and more that can help us communicate in more accessible and culturally resonant ways. If you’d like to strategize about this kind of long-term narrative work, please drop us a line!
2. Growing the base by funding the grassroots groups organizing in communities that the environmental and progressive movements struggle to reach. They are already working intersectionally, supporting civic engagement, and building belonging.
   
   

I’d love to hear how this lands, and what your organizations are hearing in conversation with people in your communities. You can reach me at nicole@waterhub.org.