How much water is in your blue jeans?

A fascinating article from BBC on Unilever's efforts to reduce the water used in their products includes these choice quotes:

"For far too long, businesses like ours have been effectively shipping water around the globe," says Gavin Neath, a spokesperson for Unilever.

"In the past, especially in the US, big was always best," explains Mr Rutherford.

"And the more bubbles and foam the better."

The point of Unilevers water-use reduction? Profit, of course:

Smaller bottles mean less packaging, meaning fewer carbon emissions.

"It also means more can be transported on fewer lorries which reduces fuel, which in turn lowers emissions.

"And making a more concentrated liquid means more goes further, so customers don't have to lug as much detergent from the supermarket as often."

The most exciting thing offered by this story is an interactive graphic that shows how much water is involved in the production of some common goods. The graphic might make me drink much less coffee. See it and the story here: http://news.bbc.co.uk/2/hi/business/7785479.stm