50L Home Coalition

What 50L Home Coalition does

50L Home Coalition is a non-profit, global collaborative platform launched in 2020 and jointly coordinated by the World Business Council for Sustainable Development (WBCSD) and the World Economic Forum (WEF) to address residential water and energy consumption. The coalition convenes member companies, civil society organizations, intergovernmental bodies, local governments, and knowledge leaders to develop, pilot, and scale whole-home solutions targeting a benchmark of 50 liters (13 gallons) of daily water consumption per person per day without compromising quality of life. Core member companies include Electrolux Group, IKEA, Kohler Co., and Procter & Gamble, with Holcim and Aliaxis joining the board/membership in 2023.

The coalition's core activity is executing multi-home pilot retrofits in water-stressed cities, complemented by a portfolio of white papers and action papers. The Los Angeles pilot (2023-2025) enrolled 31 single-family homes, of which 15 were retrofitted with high-efficiency fixtures and appliances from member companies (Kohler and IKEA faucets and showerheads at 1.0-1.8 gpm, Kohler 1.0 gpf toilets, Electrolux 700 Series washers with cold-water SmartBoost, Tide PODS Coldwater Clean, and Flume/Droople water monitoring sensors), generating 258+ million data points and demonstrating 79 liters per person per day (a 56% reduction versus the LA average of 182 liters), a 44% drop in hot water use, a 35% reduction in water-related energy, and a 38% reduction in associated GHG emissions. A London pilot is in progress, and additional publications include "A Roadmap to Operationalize the Water-Energy-Carbon Nexus for Homes" (with Arcadis, October 2024), "Energy Cost of Water" (August 2024), "The Paradox of Cheap Water" (July 2025), and "The High Cost of Cheap Water" (January 2025).

The coalition is funded through recurring corporate membership fees from its Leadership Group companies, supplemented by donor contributions and in-kind support from WBCSD and WEF. It does not sell products or services directly; instead, products developed and validated through pilot programs reach consumers through member companies' existing retail channels and through utility rebate programs such as the LA Department of Water and Power's Efficient Product Marketplace. The go-to-market is event-driven and community-led, relying on global convenings (World Water Week, London Climate Action Week, USGBC-CA Conference), policy roundtables, and partner channels for outreach and replication. Core staff comprises approximately 3-4 professionals, including Executive Director Frantz Beznik (formerly P&G R&D Senior Director of Global Sustainable Innovation), Director Gregory Holliday, Manager Neil Patel, and Senior Associate Grace Hamilton-Burge.

Name

50L Home Coalition

Legal name

50L Home Coalition

Website

https://50lhome.org

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

50L Home Coalition is a non-profit platform jointly coordinated by WBCSD and WEF that convenes member companies (Electrolux, IKEA, Kohler, P&G, Holcim, Aliaxis) and water-stressed cities to pilot and scale whole-home retrofits targeting 50 liters of daily residential water use per person.

Ownership category

akta.pro rank

Product category

Sustainability Coalition and Residential Water Efficiency Programs

NAICS

Environmental Consulting Services (541620)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Water Resources, WASH & Integrated Water Management (BPADALAH)

akta.pro secondary industry

Residential Green / High-Performance Home Construction (Net-Zero, Passive House) (IMAFABAH)

Keywords

• Residential water efficiency
• Water-energy-carbon nexus
• Home water conservation
• Sustainability coalition platform
• Low-carbon water homes

Headquarters

HQ city

Geneva

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Coalition Membership Fees: 50L Home is a global platform that brings together companies, civil society organizations, intergovernmental organizations, local governments, and knowledge leaders. Members (companies like Electrolux, IKEA, Kohler, P&G) contribute financially to the coalition through membership fees to be part of the Leadership Group and shape strategic direction.
2. Donor and Funder Contributions: The coalition accepts donations from individuals and organizations interested in funding 50L Home initiatives. The website includes a specific opt-in option for donors.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The 50L Home Coalition is a non-profit collaborative platform that organizes pilot programs retrofitting residential homes with water-efficient appliances, fixtures, and consumable products supplied by member companies (Electrolux, IKEA, Kohler, Procter & Gamble). It complements these pilots with white papers and action papers documenting the water-energy-carbon nexus and policy recommendations. The coalition's purpose is to demonstrate that average residential water consumption can be reduced to 50 liters per person per day without compromising quality of life, while informing industry standards and public policy.

Product overview

50L Home Coalition is a global action-oriented platform (not a traditional product company) that addresses water security and climate change through pilot programs, research publications, and industry collaboration. The core offerings include the Los Angeles and London pilot programs that retrofit homes with water-efficient appliances, fixtures, and consumable products from member companies (Electrolux, IKEA, Kohler, Procter & Gamble). The coalition complements its pilot programs with white papers and action papers (Water-Energy-Carbon Nexus roadmap, Circular Water Future, Energy Cost of Water) that provide research-based guidance on water efficiency strategies. The products referenced are primarily partner offerings used in pilot demonstrations, not the coalition's own products.

Differentiator

Problem solved

Functional benefit

Products and services

• Los Angeles Pilot Program Demonstration pilot program in Los Angeles that retrofitted 15 of 31 single-family homes with water-efficient appliances, fixtures, and consumable products from coalition members (Electrolux, IKEA, Kohler, P&G) to reduce domestic water and energy consumption while improving consumer quality of life. Implemented by USGBC California and partnered with LADWP.
• London Pilot Program Innovation pilot project in London that tests and validates water and energy reduction solutions in homes, building upon the Los Angeles pilot framework and partnering with technology providers Sense and Rainbird.
• Water-Efficient Fixtures and Appliances Portfolio (Member-Company Products) Integrated set of high-efficiency fixtures and appliances used in pilot retrofits, including Kohler kitchen and bathroom faucets (1.5 gpm and 1.0 gpm), Kohler Statement showerheads (1.5 gpm), Kohler Wellworth/Highline toilets (1.0 gpf), IKEA Vimmern and Dalskar faucets, IKEA Brogrund showerheads (1.8 gpm), Electrolux 700 and 600 Series front-load washers with SmartBoost, Electrolux dryers, and Frigidaire/IKEA dishwashers.
• Water-Efficient Consumable Products Portfolio (Member-Company Products) Set of consumable products used in pilot retrofits, including Cascade dishwasher detergent, Dawn Powerwash dish soap, Tide PODS Coldwater Clean laundry detergent, Pantene 2-in-1 shampoo, Old Spice 3-in-1 body wash, Head and Shoulders BARE, Charmin Ultra Soft toilet paper, and Oral-B iO power toothbrush.

Quantifiable outcome

• 21% reduction in indoor water use vs. control homes; 25% reduction vs. pilot start
• +5 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

21 partnerships are on record, tiered key, core and supporting.

• AliaxiskeyStrategic or Co-development Partner · 14 September 2023Joined September 2023 to accelerate smart water management solutions. Aliaxis contributes expertise in fluid management solutions for water distribution, treatment, and storage. Eric Olsen, CEO, and Sophie Desormière, Chief Growth Officer, represent the company. Aliaxis works with partners including Electrolux, IKEA, Kohler, Holcim, P&G, L'Occitane, and Grundfos.
• HolcimkeyStrategic or Co-development Partner · 23 August 2023Joined August 2023 as Board member for water and energy-efficient homes and cities. Holcim contributes technical expertise in water management, building decarbonization, and urban systems. Also joined the Water Resilience Coalition. Magali Anderson, Chief Sustainability and Innovation Officer at Holcim, represented the company.
• World Business Council for Sustainable Development (WBCSD)coreStrategic or Co-development PartnerJoint coordinator of the 50L Home Coalition. WBCSD provides executive leadership, strategic direction, and operational support for the coalition. Diane Holdorf, Executive Vice President at WBCSD, represents the organization in coalition activities.
• World Economic Forum (WEF)coreStrategic or Co-development PartnerJoint coordinator of the 50L Home Coalition alongside WBCSD. WEF provides global platform reach and convening power for the initiative.
• U.S. Green Building Council California (USGBC-CA)coreImplementation/ SI/ Consulting PartnerImplementing partner for the Los Angeles pilot program. USGBC-CA managed project scoping, technology innovation, development, delivery of pilots, customer engagement, and case studies. Ben Stapleton, Executive Director of USGBC-CA, served as key spokesperson for the initiative.
• Electrolux GroupcoreStrategic or Co-development PartnerCore member company providing high-efficiency appliances including dishwashers and washing machines. Elena Breda, Head of Product Strategy, Innovation, and Sustainability at Electrolux, represents the company. Products provided: Electrolux 700 Series Front Load Washers with SmartBoost, Electrolux dryers.
• IKEAcoreStrategic or Co-development PartnerCore member company providing water-efficient fixtures including faucets and showerheads. Evamaria Rönnegard, Sustainability Manager at IKEA of Sweden AB, represents the company. Products provided: IKEA Vimmern kitchen faucet, IKEA Dalskar bath faucet, IKEA Brogrund showerhead.
• Kohler Co.coreStrategic or Co-development PartnerCore member company providing water-efficient plumbing products. Jackie Schneider, Senior Director of Sustainable Living at Kohler, represents the company. Laura Kohler authored thought leadership on water stewardship. Products provided: Kohler Crue kitchen faucet, Kohler Venza bathroom faucets, Kohler Statement showerheads, Kohler Wellworth/Highline toilets.
• Procter & GamblecoreStrategic or Co-development PartnerCore member company providing consumer products designed to work efficiently with less water. Victor Aguilar, Chief Research, Development and Innovation Officer, serves as Private Sector Co-Chair. Virginie Helias, Chief Sustainability Officer, represents the company. Products provided: Tide PODS, Cascade detergent, Dawn Powerwash, Pantene 2-in-1, Old Spice 3-in-1, Head and Shoulders BARE.
• FlumekeyTechnology or IntegrationTechnology partner providing water monitoring sensors for the Los Angeles pilot to track water consumption data in real-time across pilot homes.
• DrooplekeyTechnology or IntegrationTechnology partner providing water monitoring solutions for the Los Angeles pilot, enabling point-of-use consumption tracking and analytics.
• ArcadiskeyStrategic or Co-development PartnerPartner organization contributing expertise in water-energy-carbon nexus analysis. Co-developed the 'Roadmap to Operationalize the Water-Energy-Carbon Nexus for Homes' action paper. Prof. Anusha Shah, Senior Director of Resilient Cities at Arcadis, participated in Action Paper Launch Event.
• Scottish WatersupportingStrategic or Co-development PartnerPartner organization contributing to coalition's water management expertise and UK/European market activities.
• WaterwisesupportingStrategic or Co-development PartnerUK-based non-profit environmental campaigning organization on water efficiency. Nicci Russell, CEO of Waterwise, participated in Action Paper Launch Event policy panel.
• BlueTech ResearchsupportingStrategic or Co-development PartnerPartner organization providing water technology research and innovation expertise.
• Epic CleantecsupportingStrategic or Co-development PartnerPartner organization specializing in water technology solutions.
• Netherlands Water PartnershipsupportingStrategic or Co-development PartnerPartner organization contributing Dutch water sector expertise and European market connections.
• City of PhoenixkeyStrategic or Co-development PartnerKey partner in US water-stressed market. Mayor Kate Gallego serves as Public Sector Co-Chair of the Coalition. Partnership includes tactical pilots and multi-stakeholder workshops to test water conservation innovations. Phoenix is the fifth largest and fastest growing city in the US, located in the Sonoran Desert.
• WateReuse AssociationsupportingStrategic or Co-development PartnerPartner organization focused on water reuse and recycling solutions.
• International Desalination and Reuse Association (IDA)supportingStrategic or Co-development PartnerPartner organization contributing expertise in desalination and water reuse technologies.
• ShaypsupportingStrategic or Co-development PartnerEuropean Proptech Association member contributing to water efficiency in buildings.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Water.org: Founded by Matt Damon and Gary White, Water.org focuses on global water access via microfinance and partnerships. Comparable as a high-profile global water nonprofit using coalition and partnership approaches.
• CEO Water Mandate: A UN Global Compact initiative engaging companies on water stewardship. Comparable as a corporate-focused water collaboration platform convened under international institutional auspices.
• Pacific Institute: A water-focused research nonprofit producing influential reports on water sustainability, climate, and policy. Comparable as a thought-leadership body generating research that informs water policy and corporate action.

Direct peers

• Water Resilience Coalition: The Water Resilience Coalition is a CEO-led initiative (also coordinated via WBCSD) focused on addressing global water stress in company operations and supply chains. Directly comparable as a WBCSD-affiliated water-focused coalition engaging corporate members on systemic water challenges.
• Alliance for Water Efficiency: A North American nonprofit focused on water efficiency research, education, and policy advocacy. Comparable as a stakeholder coalition promoting water-efficient practices and informing utility programs and standards.
• Waterwise: UK-based nonprofit environmental campaigning organization focused on water efficiency. Listed as a 50L Home partner and shares a comparable mission of promoting water-efficient practices and policy in the UK market.
• World Business Council for Sustainable Development (WBCSD): WBCSD is a joint coordinator of 50L Home and operates as a broader coalition of sustainable businesses running multiple water and climate initiatives. Highly comparable as a Geneva-based convening organization for corporate sustainability action.

Others

• Water Research Foundation: A nonprofit subscription-based research organization funding water utility research. Comparable as a stakeholder-funded water research organization, though focused on utility operations rather than residential demand.

Broad incumbents

• U.S. Green Building Council (USGBC): USGBC-CA (a regional chapter) is a core implementation partner of 50L Home's LA pilot. The broader USGBC operates LEED certification and sustainability programs for buildings, making it a comparable green-building advocacy organization.
• WaterAid: A large international nonprofit focused on water access, sanitation, and hygiene (WASH) globally. Comparable as a high-profile water-focused NGO operating in coalition/partnership models, though focused on developing-country access rather than residential efficiency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/50l-home-coalition
• Xx.com/50LHome

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about 50L Home Coalition