# H20 Mission Enlisting brands and consumers in the fight for clean water. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jan 4, 2012, updated Mar 27, 2012 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/h20-mission ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## What is the H20 Mission trend? **H20 Mission:** Consumers are becoming more aware of the clean water shortage around the world as organizations helping this cause come to the fore. Organizations like One Difference, Project Living Well and Project Migration Inc. all strive to help countries in need find sustainable clean water sources, and today's consumer is willing to pitch in a helping hand. Among the many charitable initiatives and causes to which consumers may give support, the mission for clean water is quickly becoming one of the most major causes as we step into 2012. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 7 to Dec 10, 2011 - Published: Jan 4, 2012 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the H20 Mission trend ### Cause Marketing Cause marketing is becoming a major component in product marketing as consumers show interest in brands that participate in social causes. ### Social Enterprise Social enterprise is a form of business that utilizes market-driven strategies to solve social and environmental issues while generating profits, which can be seen in the above examples. ### Buy-One-Give-One Model The buy-one-give-one model is used by many companies and is becoming a more integral component of many business models as consumers love the idea of their purchases making a difference. ## What the H20 Mission trend means for industry ### For Fashion Industry The fashion industry can make use of social enterprise and cause marketing to create clothing designs that benefit social issues while providing unique and fashionable products. ### For Technology Industry The technology industry, specifically innovation through the creation of sustainable solutions and products such as the Airdrop irrigation concept, can generate growth while contributing to social issues like drought and water shortage. ### For Consumer Goods and Retail Industry Companies in the consumer goods and retail industry can adapt to a buy-one-give-one business model to not only generate profits but also contribute to social issues, which adds value to their products. ## Trend signals for H20 Mission Trend score 4.5 out of 10, from popularity 73%, activity 53%, freshness 8%. - Popularity: 73% - Activity: 53% - Freshness: 8% ## Examples of the H20 Mission trend 6 featured examples from Nov 7 to Dec 10, 2011. - [Do-Good Reward Products](https://www.trendhunter.com/trends/project-living-wel): Project Living Well Gets You to Serve Locally, Give Water Globally (Category: Social Good) Implication: Fashion industry players could consider emulating Project Living Well's charitable business model to build brand awareness and foster loyalty. - [Drought-Fighting Devices](https://www.trendhunter.com/trends/airdrop-irrigation-concept): Airdrop Irrigation Concept Alleviates Challenging Agricultural Conditions (Category: Eco) Implication: Disruptive innovation opportunity: Developing sustainable farming practices that combat water scarcity. - [Clothes That Buy Water](https://www.trendhunter.com/trends/project-migration): Each Project Migration Shirt Gives 5 Years of H2O, Medical Aid (Category: Social Good) Implication: Fashion brands can incorporate philanthropic initiatives into their business models, creating apparel that directly benefits charitable causes. - [Like-for-Like Businesses](https://www.trendhunter.com/trends/like-for-like): 'One' Products Fund Similar Items in the Developing World (Category: Social Good) Implication: Opportunity for consumer goods companies to incorporate social causes into their product offerings. - [Socially Conscious Arm Bands](https://www.trendhunter.com/trends/mud-love-charity-bracelets): Mud Love Charity Bracelets the New Silly Bandz of 2012 (Category: Social Good) Implication: There is an opportunity for the fashion and accessories industry to create a line of charitable fashion accessories that become a fad overnight, allowing people to showcase their… - [Social Mission Totes](https://www.trendhunter.com/trends/tote-bags-for-charity): Cause Boutique Promotes a Variety of Worthy Causes (Category: Social Good) Implication: Retailers can explore partnerships with Cause Boutique and similar initiatives to offer sustainable and cause-driven products to consumers. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) - [Empowering Community-Run Initiatives](https://www.trendhunter.com/trends/smashing-my-limits) All articles: [Social Good](https://www.trendhunter.com/socialgood)