We give a twistorial interpretation of geometric structures on a Riemannian manifold, as sections of homogeneous fibre bundles, following an original insight by Wood (2003). The natural Dirichlet energy induces an abstract harmonicity condition, which gives rise to a geometric gradient flow. We establish a number of analytic properties for this flow, such as uniqueness, smoothness, short-time existence, and some sufficient conditions for long-time existence. This description potentially subsumes a large class of geometric PDE problems from different contexts. As applications, we recover and unify a number of results in the literature: for the isometric flow of ${rm G}_2$-structures, by Grigorian (2017, 2019), Bagaglini (2019), and Dwivedi-Gianniotis-Karigiannis (2019); and for harmonic almost complex structures, by He (2019) and He-Li (2019). Our theory also establishes original properties regarding harmonic flows of parallelisms and almost contact structures.
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