Harnessing novel ideas to develop pioneering satellite missions and concepts, nurturing imaginative new ways of using Earth observation that enables scientific excellence to flourish and address environmental challenges of tomorrow, FutureEO is ESA’s Earth observation research and development programme. Earth science is at the heart of this forward-looking programme, but FutureEO, critically, also underpins the development of operational satellite missions dedicated to delivering robust systematic data for services that improve daily life and boost the economy. The agility of FutureEO also offers room for manoeuvre, with provision to adapt to emerging challenges and opportunities for daring new observing ideas to be tested, opening the door even wider to innovation.