Justin Friedman


Water is the one thing that links us all!

ABOUT Justin

For over 20 years Justin Friedman has been working in the environmental and wellbeing sectors across the UK, Europe, Asia, the USA and South Africa. Friedman actually means ‘Man of Peace’ and Justin seeks to support peace building with ourselves, each other and the planet. He focuses on driving large scale behaviour change.

He has provided facilitation, strategic planning, creative direction, communication and campaign strategies for social entrepreneurs, Not for Profits, foundations, governments, trusts, business, ecolabels and celebrities. He focuses on working with organizations to support their resilience by providing them with powerful knowledge around restorative and regenerative principles.

He founded FLOW (For Love Of Water) in SA which has linked government, corporate, media and civil society through media, design, events, product and POS innovation in order to create lasting behaviour change. He also helped to create Water Access and Awareness at the 2010 World Cup and co-hosted UN-Habitat and UN-Water. He recently developed a Water Offset tool that facilitates users being able to offset their water usage to projects that save water, create jobs and provide water services to communities. Justin was a candidate for the Green Party of SA in 2019.

Justin is currently providing Advisory Services for Pioneering People & Projects.



  • Environment

Flow is on a mission to enable water conservation. The unifying message of “For Love Of Water” communicates an understanding that, in order to nurture life, as human beings and as shared custodians of planet Earth, we need to live and act for love of water.

FLOW works to change water behaviour of individuals and organisations by inspiring, nurturing and facilitating water conservation.

FLOW Inspires through campaigns, media, storytelling, video, education and speaking.

FLOW Nurtures the connection and consciousness of water through enablement and support of community projects, working with organisations and partners, new products and process design.

FLOW Facilitates action in order to nurture the resource for our future by bringing partners together for water awareness and action, workshops and discussions, conferences and conflict resolution.