Local Credibility

Local Credibility

A recent blog from Denver-based Water Pros demonstrates how local expertise and educational content can create competitive advantages. The company targets Parker, Colorado specifically by citing local water data (12.28 grains per gallon from the Parker Water & Sanitation District, which falls in the "very hard" category) and tailors their messaging to address the community's specific challenges from deep groundwater aquifers. Their founder Paul "The Water Man" Dowding has built a 33-year career around education-first marketing, hosting podcasts and appearing on radio stations to discuss contaminants like forever chemicals, pharmaceuticals, and microplastics that "make it past municipal treatment systems." The company uses local credibility through appearances at the Denver Home and Garden Show and radio partnerships, while addressing both hard water issues (soap scum, appliance damage, skin irritation) and health concerns (microplastics, PFAS, heavy metals).

Culligan Goes After Brita

Fast Company reports on Culligan's attempt to crash Brita's party with a complete brand makeover that could reshape how established water companies approach consumer markets. The team reports that Culligan, which pulled in $3 billion revenue in 2023 and acquired 362 companies in the past five years, is moving from basement utility equipment to more stylish consumer products. This comes with help from Ammunition Group, the design firm behind the well-known Beats headphones. Culligan's new ZeroWater Technology pitcher line addresses practical issues like refrigerator door fit with a rounded square design and an open-ended handle that reduces bulk while maintaining strength for heavy loads. The main feature is a built-in TDS meter that shows filter performance in real-time and can be removed to test tap water directly, giving users evidence of the filtration's effectiveness.

Hard Water at Laundromats & Hair Salons

Aqua Solutions is targeting two specific commercial markets where hard water creates business problems that water softeners can solve profitably. The Pittsburgh-based company details how hard water, which is common in western Pennsylvania due to limestone geology, hurts laundromats through reduced detergent effectiveness, dingy laundry results, equipment scale buildup, and higher energy costs. In a similar vein, hair salons face poor shampoo lathering, customer complaints about dry hair, mineral buildup on tools, and increased product usage per client. The team positions water softeners as the solution through ion exchange technology, offering benefits like reduced detergent usage, improved customer satisfaction, longer equipment life, and lower energy costs. The company offers customized systems including single tank, dual tank, and metered options based on daily water usage and peak demand.

MORE: Clearwater Systems writes about why fresh laundry starts with better water

Are Whole-Home Systems Worth It?

In a recent article for House Digest, author Yaiza Canopoli asks and answers the big question: are whole-home water filtration systems actually worth the thousands of dollars they cost, or expensive overkill? Canopoli starts by emphasizing that water testing should come before any major investment since high-quality municipal water might not justify a comprehensive system. She notes that well water users typically see the most benefit due to higher contamination risks, while hard water areas benefit significantly from water softeners that protect appliances and plumbing from costly damage. The piece does a good job explaining the different filtration stages (sediment filters for particles, carbon filters for taste and odor, UV lights for pathogens) while also mentioning that reverse osmosis is primarily for drinking water, not whole-house applications. Her bottom-line advice: test first, avoid manufacturer-tied testing services, get multiple quotes, and consider whether a simple under-sink filter might solve your actual problems.

What else is happening:

• A recent research brief found that flash floods can create harmful water quality conditions that linger

• New Mexico Environment Department hosts free well water testing at the local county fair, part of a statewide program that's tested 231 private wells so far

• ClearWater Industries, based in Shelton, CT, does a deep dive on water softener technology and how it all works

• Culligan LA discusses how to decide between whole-house RO and under-sink RO