If you quickly scan through the products under your sink–counter spray, window cleaner, dish soap–they all have one thing in common: Water is their main ingredient. Until now, few consumers thought this was a problem. But as a growing number of people become increasingly aware of both climate change and plastic pollution, the outsize environmental impact of everyday products is becoming hard to ignore.

“We’re basically shipping water around the country,” says Heather Kauffman, co-founder and COO of Full Circle, who keeps an eye on the home cleaning products industry since her company creates complementary products, like dish brushes and sponges. “Water is something we all have readily available at home. If you think about the carbon emissions required to ship bottles largely filled with water from the manufacturer to the retailer and then to the consumer’s home, it really adds up.”

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