A water filter company is finding success by being the Millennial alternative to Brita.

A water filter company is finding success by being the Millennial alternative to Brita. Soma offers a water filter contained in a sleek and stylish glass carafe, and a subscription service that mails new filters. The company is expected to make $10 million for 2016, and about 1% of revenues from the product are donated to an international clean water non-profit, which the founder says is very valuable to young consumers: “Millennial customers want to have an impact… it [also] creates brand loyalty…because they know we’re trying to do something great, not just trying to squeeze every penny out of them.” (Forbes)