Ethos Is Clean Water

Remember that old saying "water water everywhere, but not a drop to drink"? The founders of Ethos do. While our biggest hangups about water are relegated to which of the well-marketed, purified, spring, or mineral brands competing on the grocery store shelves we should choose, dozens of countries struggle to have enough clean water to get through a day. Enter Ethos's business plan and social mission...The company aims to donate upwards of 50% of it profits to help sanitize water in underdeveloped countries. Programs have already been implemented in Ethipoia and India.

The swanky Mandarin Hotels chain has already helped the cause by providing Ethos for their guests. Currently, the water is available at Whole Foods markets in California and Arizona, but you can e-mail stores@ethoswater.com to suggest your favorite watering hole become a local vendor. ::Ethos