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. Based in California, he specializes in social media consulting and strategic communications. A journalist and writer since 2009, his work has appeared on Triple Pundit , The Guardian's Sustainable Business site and has appeared on Inhabitat and Earth911. His focus is making the business case for sustainability and corporate social responsibility. Areas of interest include the <a Middle East, sustainable development in The Balkans, Brazil and Korea. He was a new media journalism fellow at the International Reporting Project, for which he covered child survival in India during February 2013. Contact him at leon@greengopost.com. You can also reach out via Twitter (Leon Kaye) and Instagram (GreenGoPost). Since 2013, he has spent much of his time in Abu Dhabi, UAE, working with Masdar, the emirate's renewable energy company. He lives in Fresno, California.