A new startup called Tap has a bold ambition: convince people to stop buying plastic bottles of water.
Tap launched an app Tuesday that displays nearby clean drinking water locations, from restaurants and retail stores to public water fountains so you can refill your water bottle.
"I believe we, as consumers, have been robbed of our own water and sold back to us by corporations."
Rosen is the cofounder and former CEO of on-demand storage startup MakeSpace.
By making it easy and inexpensive to find water nearby, Tap hopes people will cut down on plastic waste and change their behavior.
Consumers may also start seeing blue "Tap" signs in store windows signaling the business is friendly to thirsty guests.
Earlier this month, the UN Intergovernmental Panel released a bombshell climate change report that warned global warming is on track to have a disastrous impact if nothing changes by 2030.
But Tap isn’t the first to connect people to clean drinking water.
Nonprofit WeTap, an app that has been around for about six years, helps people find to the closest public drinking fountains.
But Rosen is steadfast: "The future is bottle-less."