The Exploration Continues - In Search for a Future in the WASH Sector
A Market-driven approach to sanitation - two case studies The bottom-of-the-pyramid (BoP) business approach targets the most impoverished population and has reconfigured and internalised a close relationship between the chase for profits and WASH objectives. Recognising the market potential of soap in impoverished communities, Unilever has used its marketing and consumer behaviour expertise to successfully increase handwashing and soap usage ( Hopkinson, 2017 ). Handwashing reduces human contact with waste and germs, which prevents the transmission of diarrheal and other diseases ( Burton et al. 2011 ). This reconfiguration might address the concern of and put less pressure on regulatory bodies to address the potential imbalance between profitability and WASH objectives, as in the case of PPP. However, there are still potential risks in businesses' power and profit-oriented behaviour, especially for TNCs like Unilever; one example is the inclusion of triclosan, a scientifically c...