While some products are widely available in BOP markets, other basic goods are largely unknown. As a result, BOP consumers can be unaware of their benefits. For example, BOP customers may be unaware of the connection between unsafe drinking water and various diseases. Consequently, inclusive businesses not only have to market their goods, they also have to conduct extensive education campaigns. This can often be prohibitively costly. Governments can help to raise awareness among the BOP, as they are often viewed as being more credible.