When we talk about solving shopper problems, often we’re focused on culinary questions, like “what’s for dinner?” When Colgate and Albertson’s teamed up to address their mutual interest in water conservation, the goal was to address a different kind of conundrum: guilt.
Research found a broad spectrum of consumers were concerned about the water they waste. The shopper insight, meanwhile, was that people — millennials especially — were more likely to buy products that support a cause they care about.