As Europe’s population continues to age, incontinence has become a major health and economic challenge, particularly among nursing home residents. Despite its widespread prevalence, incontinence remains underreported and inadequately managed. The challenges of care in nursing homes are, moreover, increased due to typically lower cognitive and physical ability. With up to 75% of residents affected by urinary incontinence, this condition severely impacts our society’s quality of life. The PROCON project is leading the way to improved continence care. By bringing together a wide range of stakeholders —including educational institutions, research organisations and healthcare professionals— PROCON is driving innovation in nursing homes. The projec focuses on evaluating cutting-edge technologies, such as smart continence wear and sensors to monitor toileting activities, alongside new approaches in caregiving, entrepreneurship, and digital skilling. PROCON also emphasises the creation of new, specific training programmes targeted at healthcare professionals. These efforts will not only address incontinence but also actively promote improved care and support to continence, as a means to significantly improve quality of life for both residents and caregivers. A multinational pilot study in Spain, Belgium, Finland and Canada will test the effects of the educational training in nursing homes, ultimately striving for sustainable improvements in care standards across Europe and beyond.