When you buy that jug of laundry detergent or window cleaner, you are buying a product that is 90 percent water.  Concentrated refills are a solution, but consumers are turned off by having to remix their own household cleaners.  So CPG companies are in a pickle.

SC Johnson believes they can change consumer thinking with the introduction of WindexTM Minis, pouches of concentrate that only weigh a few ounces each.  For now the Minis will be available only online so that SC Johnson employees can tweak the design and decide how to roll out the product.

For SC Johnson, the trick is buy-in from those influential “mommy bloggers.”  They have a role in changing consumer behavior, and such a change is crucial:  companies lose money by wasting transport costs on shipping water across the country.

Read the full article on Triple Pundit.  Naturally the peanut gallery, which loves to naysay an idea but offer suggestions that are besides the point, have chimed in.  But whatever you think of a bottle’s design or diesel fuel, less water consumed and fewer deliveries made together are a great benefit.

About The Author

Leon Kaye

Leon Kaye is the founder and editor of GreenGoPost.com and its advisory division, GGP Media. Contact him to discuss how he can work with your organization or event. His focus is making the business case for sustainability and corporate social responsibility (CSR). He writes for San Francisco-based Triple Pundit, Inhabitat and now The Guardian, for which he writes about corporate responsibility, water, and green building. He has also written for AIA's Architect Magazine. Leon works out of Fresno and Silicon Valley, California, and when he has free time, he enjoys hiking, gardening, cooking, weightlifting, and planning his next trip to one of the 60 countries he has visited. He has an MBA from USC's Marshall School of Business and is also a proud graduate of the University of Maryland-Baltimore County (UMBC) and Cal State-Fresno.