Changing the behaviour of water users and water managers towards more sustainable practices is a necessary step in achieving water security. However, this requires changes of deeply held attitudes in individuals, institutions, professionals, and social organisations to encourage a more water-oriented society. By definition, social change instruments are not neutral: the positive aims that one person might pursue with their behavioural change could be considered destructive by others. Therefore, it is important to be clear on the goal (what to change) and on the method (how to change).
What differentiates IWRM from traditional water management approaches is the idea that water security can only be reached if different sectors that use water resources share information and collaborate on management issues. Another major difference is the meaningful involvement of stakeholders in the decision-making and implementation process. Both of these are impossible to achieve without communication. But the more diverse the actors are, the more likely they are to misunderstand each other or to pursue different kinds of interests, and the more communication specifically for conflictive situations might be needed. Communication is fundamental to any kind of success in IWRM.
