August 14, 2007
Is a Bottled Water Backlash Coming?
It appears as though people are coming up with reasons why they and anyone within reading or listening distance shouldn’t be drinking bottled water.
Some, such as Tom Standage, writing in The Christian Science Monitor, point out that much of what we’re drinking out of bottles is actually tap water. Since we’re already drinking tap water, why not just turn the handle and let it pour into a glass. It’s convenient and much less expensive than buying it at a retail store or from a vending unit.
Mr. Standage points out that many consumers have the false view that bottled water is somehow safer than what they get from a tap. “The regulations governing the quality of public water supplies are far stricter than those governing bottled-water plants,” he wrote.
Another piece in The New York Times points out that some consumers are beginning to question the ecological toll associated with buying bottled water.
According to the Earth Policy Institute, it takes 1.5 million barrels of oil a year simply to produce the bottles that the water is packaged in. There is, of course, the energy consumed in transporting from parts local and around the globe.
Mayors in major cities, including San Francisco, Salt Lake City, Minneapolis and New York, have begun urging consumers to use tap water. In New York, the city has branded the water pouring from faucets as “NY Tap.”
Some argue that people are going to drink beverages out of bottles and cans anyway so the focus on environmentalists should not be on getting people to stop drinking bottled water but getting them to recycle once they are done.
The counter argument is that people should continue to drink water but pour it directly from the tap into a glass or reusable container to reduce the impact on the environment.
Discussion Questions: Does the early stage opposition to bottled water have the potential to become more widespread now that consumers seem to be thinking about environmental impact more than they have in the past? Are there alternatives such as promoting locally bottled water, selling reusable containers, water purification systems, etc. that offer growth opportunities for retailers in the face of such opposition?
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I recently took my family’s recyclables out when it hit me–three fourths of the plastic was empty water bottles. When that fact was pointed out to everyone in our family, an immediate cut back in that product was made. Although we’re not your ‘average’ family, you do have to wonder how that same image (an entire bin of plastic water bottles) will strike millions of Americans, especially when environmentalists start publishing mountainous shots of them more widely.
One key will be who can come up with something inventive when it comes to the packaging? Because, as Anne points out above, people will not be easily moved from the convenience.
Clearly, that’s the real opportunity.
Some shoppers are starting to carry their own reusable bags instead of getting disposable plastic or paper grocery bags. The ecologically-aware folks will start using their own refillable stylish insulated water bottles. In the states with mandatory bottle/can deposits for carbonated beverages, lobbyists are gearing up for fights over new deposits for water bottles. Let’s see how long it takes for mandatory deposits on toxic and electronic waste, like batteries, computers, and cell phones.
I think the majority of folks who are bottled water users will not change their habits unless something better comes along…on our campus at Western Michigan University the students carry their bottled water or their Starbucks with them wherever they go. I do not see this changing as a result of the recent publicity…we live in a society that moves too quickly and remembers little about last week’s news!
Unfortunately, I think the vast majority of consumers pays very little attention to the consequences of the products they use, in spite of environmentalism. Until there is a Tipping Point, such as a mainstream candidate for President pointing out the problem, which is unlikely because it will cost them votes, things are likely to change only bit by bit.
The LA Times ran a lengthy series on the impact that plastic packaging is having on our oceans a year or two ago but that issue generally gets little publicity. If you want to read about the impact of plastic and other packaging that finds its way downstream, go to http://www.oceanconservancy.org. And, if you want to participate in the International Cleanup in September, here’s the link to that.
We as Americans have a remarkable ability to ignore the past and ignore the environment. The origins of bottled waters is not new–it was news when Dasani and Aquafina first came out. If you live in a city like Atlanta with horrible water, you can appreciate even filtered tap water. Ecology-oriented folk will be up in arms again; most people will ignore the issue for the sake of convenience.
In Arizona, bottled water has been a way of life since canteens were used. The container may change but the need to carry something to drink will not go away. The container may change, hopefully becoming more environmentally sound and sanitary. The liquid may change. Consumers will continue to carry something to drink with them.
As Camille points out, portable, potable water is an issue of human survival. Many of us who consider ourselves health conscious have, for years, had refillable bottles or canteen-like containers to use for hiking, biking, city walking and to keep in the car. Keeping these reusable containers sanitary and bacteria free is always a concern, however, and some people are more careful than others.
The advent of safe, cold, and convenient small containers of bottled water has vastly improved the lives of the everyday person as well as outdoors-men and sports fans. Bottled water has lured many people on the go who previously would have grabbed a sugary coke or 7-Up to wet their whistle. (This is particularly true of kids and teens). Having cases of bottled water on hand for potential emergencies is recommended in nearly every disaster preparedness manual recently published. We have all seen total strangers kindly offer a bottle of water to someone who is feeling faint or to a dog panting in the summer heat.
The soft drink industry is reeling from sales lost to water and is fiercely fighting back on several levels. Discarded bottles in landfills and waterways are certainly a concern, but well-intentioned environmentalists need to be VERY careful that they are not being “used” in this commercial effort to undermine bottled water sales.
The emphasis needs to be on developing better biodegradable containers and recycling–not on discouraging healthful water drinking. Watah is bettah!
The big picture seems to be getting lost here. Two issues are involved; 1. Convenience and 2. Sanitation. Consumers are drinking water because they realize it is better for you than soft drinks.
The fact that it is coming from a public source isn’t an issue. The fact that most bottlers further treat their product to insure cleanliness seems to get little new space. Consumers want water at least as available as Coke and they want it pathogen-free. When the mayor of San Francisco puts a drinking fountain on every street corner, he still will not accomplish two things–Portability and Potability. I want my water in my hand and I don’t want to see someone else’s chewed gum which seems to be a common sight wherever a drinking fountain exists.
The fact that consumers are “wasting money” on bottled water seems to be a major concern of Government. Now when San Francisco and New York become models of financial efficiency they can tell me how to spend my money.
Will the American public wake up? Let’s look at some of the issues:
1. We complain about the high price of gas but look at what we pay for a gallon of drinking water when we buy it in the little bottles. This is something you can get free out of the tap or if you want, buy a purifier to go on your water dispenser.
2. We talk about being green yet we keep buying those little plastic bottles. If nothing else, refill it with tap water and reuse the bottle.
3. A lot of bottled water has 3 little initials on the label–PWS. Do you or the American consumer know what that stands for? Public Water Supply. That is were the water you pay for in those bottles is coming from.
4. And as a recent blog I listened to said, “spell Evian backwards and what do you get? NAIVE.
I happened to be at Wrigley Field the Monday night after the “bottled water scandal” broke. In an environment where “hey, Old Style here!” has been the most popular phrase to fans for years, the bottled water vendor is, as you might imagine, low man on the totem pole. But this night an extremely creative bottled water vendor cruised the stands holding up his wares and crying “Tap water! Get your ice cold tap water here!” The fans clapped, cheered and bought with abandon. And the most sober crowd ever to leave Wrigley drove safely home that night.
Despite the irony of the parable above, consumers will continue to value convenient delivery of consumables–and that is all this is. The myths of “limestone caverns in Poland” and “safer than tap water” disappeared for most consumers long ago (or never existed anyway). What we need is a focus on reclaiming our resources and recycling. If we are to “save ourselves” and our environment, we must focus on finding positive ways to deliver better benefits for consumers. No different than our challenges with energy, consumers do not respond well to a moralistic “less is more” message. It’s time for someone to get busy on a high-fashion line of outdoor patio furniture made of recycled plastics. Let’s solve these problems the old-fashioned American way–let’s make money doing it!
If the companies selling bottled water don’t think the backlash is a threat, why are they all competing to add “value” in the form of more and more allegedly “healthful” vitamins, minerals, bla bla bla?
One of the reasons Dasani, in England, failed was the company’s justification that its high cost was based on having to purify the tap water from which it was derived, a very expensive process, and then to add in the things that were decreed to be better for us. Hmmmm, as Stephen might say. It was soon found that one of the things added was potentially carcinogenic. So…first they took tap water which cost consumers a pittance, then they added cost to it in order to allegedly add value and then, by removing what the public water sources deemed to be healthy they added something those same people/sources deemed to be unhealthy. And sold it for 700% more than the original that came from the tap.
The taste issue, as with every other taste issue, is totally subjective. The first brand in the UK was Evian, which I thought tasted too strongly of minerals. For years I didn’t buy bottled water just because of the nasty taste. On the other hand, my cousin in Nassau County has her father in Queens bring her gallons of water from his tap because she prefers the taste.
As for ecological costs, when I am occasionally out on an occasionally hot day (which we do occasionally get over here) and resort to buying water it is because it is COLD. But I then keep the bottle and re-use it over and over again. I know there is still a big uphill battle to persuade people to recycle but it really isn’t rocket science. Neither is refilling re-usable bottles.
It is hard to trump convenience with the American consumer and bottle water is very convenient. Look at the automotive industry. Electric car–no, tiny hybrid car–no, large comfortable hybrid–yes.
However, if consumers can save money and get a green cachet they might just switch to refilling their own water bottles. The math is easy; spend $5 on a reusable water bottle and then refill it for free at the office water cooler or spend $1.50 per bottle to buy it in the vending machine. I know in our office the vast majority of people carry around their own reusable water bottle. Reusable water bottles are becoming like coffee mugs, a way to express personal taste and style.
Bottled water will not go away, but in our office at least, we have already seen a change to refilling reusable bottles. If the personal water bottle becomes as ubiquitous as the personal coffee cup, it will have an impact of bottled water sales.
It seems to me that retailers and manufacturers of bottled water could take this issue and do something both fun and productive with it at the same time.
I think most consumers will continue to drink bottled water as convenience and portability are two benefits that most will not give up. So let’s encourage the industry to get creative and have some fun with the recycling efforts!
Retailers are looking for ways to differentiate and attract shoppers for a trip–how about Dasani vs. Aquafina sponsoring a consumer event in stores designed to see how fast each brand can collect a million used water bottles from consumers. Yes, it would take some coordination to collect and transport to recycling centers, but with fun incentives for consumers, there are benefits to be had. Store traffic would increase, the concept of recycling water bottles would be more embedded in consumers’ minds, and at the end of the program, two million less bottles would be in landfills. Let’s make a difference somewhere.
First of all, Stephen is right. Not all water tastes as good as New York’s or Detroit’s so for people who prefer their water without, say, sulfur, bottled water is a viable alternative. That said, there’s no doubt the the ecological consequences of bottled water are increasingly becoming a topic of hot debate. But, what’s the remedy? A tax? People are already paying silly amounts for water ($3.75 a bottle at the ballpark last night, for example) so taxing them an extra quarter won’t be enough to change behavior. However, outlawing bottles might and I think we may be close to seeing that happen in certain municipalities.
Convenience is paramount for most consumers, although environmental awareness is growing. I don’t think a significant number of consumers are willing to give up this convenience yet.
A creative campaign aimed at elementary school children and their families might be a good way to increase awareness and start to change habits. This could provide some marketing opportunities as well.
Buy a Brita and a water bottle.
WOW…. a vigorous anti bottled-water lobby!! Hmmmm….
Some town in Alabama is voting today on re-instating (alcohol) Prohibition, perhaps next year they can expand their horizons and go after demon Aquafina.
I think the “backlash” has already begun, but I’m in CA, where backlashing is a sport. I doubt bottled water goes away, but I think there will be a consumer shift. Bottled water makes sense when you’re on the go or at an event, as an alternative to sugared drinks or alcohol. But I do think consumers can and will shift their home consumption, and will think about taking refillable bottles with them when they pack lunches, for the car, etc. I do think people are looking for easy ways, at least, to feel like they are helping and not exacerbating some of our societal challenges, and refilling empty water bottles is very simple.
Odonna has it right. You teach the kids in elementary school that bottled water is bad and the problem will disappear in 10 years. Truth is that many adults quit smoking rather than be judged an idiot by a seven year old.
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I recently took my family’s recyclables out when it hit me–three fourths of the plastic was empty water bottles. When that fact was pointed out to everyone in our family, an immediate cut back in that product was made. Although we’re not your ‘average’ family, you do have to wonder how that same image (an entire bin of plastic water bottles) will strike millions of Americans, especially when environmentalists start publishing mountainous shots of them more widely.
One key will be who can come up with something inventive when it comes to the packaging? Because, as Anne points out above, people will not be easily moved from the convenience.
Clearly, that’s the real opportunity.
Some shoppers are starting to carry their own reusable bags instead of getting disposable plastic or paper grocery bags. The ecologically-aware folks will start using their own refillable stylish insulated water bottles. In the states with mandatory bottle/can deposits for carbonated beverages, lobbyists are gearing up for fights over new deposits for water bottles. Let’s see how long it takes for mandatory deposits on toxic and electronic waste, like batteries, computers, and cell phones.
I think the majority of folks who are bottled water users will not change their habits unless something better comes along…on our campus at Western Michigan University the students carry their bottled water or their Starbucks with them wherever they go. I do not see this changing as a result of the recent publicity…we live in a society that moves too quickly and remembers little about last week’s news!
Unfortunately, I think the vast majority of consumers pays very little attention to the consequences of the products they use, in spite of environmentalism. Until there is a Tipping Point, such as a mainstream candidate for President pointing out the problem, which is unlikely because it will cost them votes, things are likely to change only bit by bit.
The LA Times ran a lengthy series on the impact that plastic packaging is having on our oceans a year or two ago but that issue generally gets little publicity. If you want to read about the impact of plastic and other packaging that finds its way downstream, go to http://www.oceanconservancy.org. And, if you want to participate in the International Cleanup in September, here’s the link to that.
We as Americans have a remarkable ability to ignore the past and ignore the environment. The origins of bottled waters is not new–it was news when Dasani and Aquafina first came out. If you live in a city like Atlanta with horrible water, you can appreciate even filtered tap water. Ecology-oriented folk will be up in arms again; most people will ignore the issue for the sake of convenience.
In Arizona, bottled water has been a way of life since canteens were used. The container may change but the need to carry something to drink will not go away. The container may change, hopefully becoming more environmentally sound and sanitary. The liquid may change. Consumers will continue to carry something to drink with them.
As Camille points out, portable, potable water is an issue of human survival. Many of us who consider ourselves health conscious have, for years, had refillable bottles or canteen-like containers to use for hiking, biking, city walking and to keep in the car. Keeping these reusable containers sanitary and bacteria free is always a concern, however, and some people are more careful than others.
The advent of safe, cold, and convenient small containers of bottled water has vastly improved the lives of the everyday person as well as outdoors-men and sports fans. Bottled water has lured many people on the go who previously would have grabbed a sugary coke or 7-Up to wet their whistle. (This is particularly true of kids and teens). Having cases of bottled water on hand for potential emergencies is recommended in nearly every disaster preparedness manual recently published. We have all seen total strangers kindly offer a bottle of water to someone who is feeling faint or to a dog panting in the summer heat.
The soft drink industry is reeling from sales lost to water and is fiercely fighting back on several levels. Discarded bottles in landfills and waterways are certainly a concern, but well-intentioned environmentalists need to be VERY careful that they are not being “used” in this commercial effort to undermine bottled water sales.
The emphasis needs to be on developing better biodegradable containers and recycling–not on discouraging healthful water drinking. Watah is bettah!
The big picture seems to be getting lost here. Two issues are involved; 1. Convenience and 2. Sanitation. Consumers are drinking water because they realize it is better for you than soft drinks.
The fact that it is coming from a public source isn’t an issue. The fact that most bottlers further treat their product to insure cleanliness seems to get little new space. Consumers want water at least as available as Coke and they want it pathogen-free. When the mayor of San Francisco puts a drinking fountain on every street corner, he still will not accomplish two things–Portability and Potability. I want my water in my hand and I don’t want to see someone else’s chewed gum which seems to be a common sight wherever a drinking fountain exists.
The fact that consumers are “wasting money” on bottled water seems to be a major concern of Government. Now when San Francisco and New York become models of financial efficiency they can tell me how to spend my money.
Will the American public wake up? Let’s look at some of the issues:
1. We complain about the high price of gas but look at what we pay for a gallon of drinking water when we buy it in the little bottles. This is something you can get free out of the tap or if you want, buy a purifier to go on your water dispenser.
2. We talk about being green yet we keep buying those little plastic bottles. If nothing else, refill it with tap water and reuse the bottle.
3. A lot of bottled water has 3 little initials on the label–PWS. Do you or the American consumer know what that stands for? Public Water Supply. That is were the water you pay for in those bottles is coming from.
4. And as a recent blog I listened to said, “spell Evian backwards and what do you get? NAIVE.
I happened to be at Wrigley Field the Monday night after the “bottled water scandal” broke. In an environment where “hey, Old Style here!” has been the most popular phrase to fans for years, the bottled water vendor is, as you might imagine, low man on the totem pole. But this night an extremely creative bottled water vendor cruised the stands holding up his wares and crying “Tap water! Get your ice cold tap water here!” The fans clapped, cheered and bought with abandon. And the most sober crowd ever to leave Wrigley drove safely home that night.
Despite the irony of the parable above, consumers will continue to value convenient delivery of consumables–and that is all this is. The myths of “limestone caverns in Poland” and “safer than tap water” disappeared for most consumers long ago (or never existed anyway). What we need is a focus on reclaiming our resources and recycling. If we are to “save ourselves” and our environment, we must focus on finding positive ways to deliver better benefits for consumers. No different than our challenges with energy, consumers do not respond well to a moralistic “less is more” message. It’s time for someone to get busy on a high-fashion line of outdoor patio furniture made of recycled plastics. Let’s solve these problems the old-fashioned American way–let’s make money doing it!
If the companies selling bottled water don’t think the backlash is a threat, why are they all competing to add “value” in the form of more and more allegedly “healthful” vitamins, minerals, bla bla bla?
One of the reasons Dasani, in England, failed was the company’s justification that its high cost was based on having to purify the tap water from which it was derived, a very expensive process, and then to add in the things that were decreed to be better for us. Hmmmm, as Stephen might say. It was soon found that one of the things added was potentially carcinogenic. So…first they took tap water which cost consumers a pittance, then they added cost to it in order to allegedly add value and then, by removing what the public water sources deemed to be healthy they added something those same people/sources deemed to be unhealthy. And sold it for 700% more than the original that came from the tap.
The taste issue, as with every other taste issue, is totally subjective. The first brand in the UK was Evian, which I thought tasted too strongly of minerals. For years I didn’t buy bottled water just because of the nasty taste. On the other hand, my cousin in Nassau County has her father in Queens bring her gallons of water from his tap because she prefers the taste.
As for ecological costs, when I am occasionally out on an occasionally hot day (which we do occasionally get over here) and resort to buying water it is because it is COLD. But I then keep the bottle and re-use it over and over again. I know there is still a big uphill battle to persuade people to recycle but it really isn’t rocket science. Neither is refilling re-usable bottles.
It is hard to trump convenience with the American consumer and bottle water is very convenient. Look at the automotive industry. Electric car–no, tiny hybrid car–no, large comfortable hybrid–yes.
However, if consumers can save money and get a green cachet they might just switch to refilling their own water bottles. The math is easy; spend $5 on a reusable water bottle and then refill it for free at the office water cooler or spend $1.50 per bottle to buy it in the vending machine. I know in our office the vast majority of people carry around their own reusable water bottle. Reusable water bottles are becoming like coffee mugs, a way to express personal taste and style.
Bottled water will not go away, but in our office at least, we have already seen a change to refilling reusable bottles. If the personal water bottle becomes as ubiquitous as the personal coffee cup, it will have an impact of bottled water sales.
It seems to me that retailers and manufacturers of bottled water could take this issue and do something both fun and productive with it at the same time.
I think most consumers will continue to drink bottled water as convenience and portability are two benefits that most will not give up. So let’s encourage the industry to get creative and have some fun with the recycling efforts!
Retailers are looking for ways to differentiate and attract shoppers for a trip–how about Dasani vs. Aquafina sponsoring a consumer event in stores designed to see how fast each brand can collect a million used water bottles from consumers. Yes, it would take some coordination to collect and transport to recycling centers, but with fun incentives for consumers, there are benefits to be had. Store traffic would increase, the concept of recycling water bottles would be more embedded in consumers’ minds, and at the end of the program, two million less bottles would be in landfills. Let’s make a difference somewhere.
First of all, Stephen is right. Not all water tastes as good as New York’s or Detroit’s so for people who prefer their water without, say, sulfur, bottled water is a viable alternative. That said, there’s no doubt the the ecological consequences of bottled water are increasingly becoming a topic of hot debate. But, what’s the remedy? A tax? People are already paying silly amounts for water ($3.75 a bottle at the ballpark last night, for example) so taxing them an extra quarter won’t be enough to change behavior. However, outlawing bottles might and I think we may be close to seeing that happen in certain municipalities.
Convenience is paramount for most consumers, although environmental awareness is growing. I don’t think a significant number of consumers are willing to give up this convenience yet.
A creative campaign aimed at elementary school children and their families might be a good way to increase awareness and start to change habits. This could provide some marketing opportunities as well.
Buy a Brita and a water bottle.
WOW…. a vigorous anti bottled-water lobby!! Hmmmm….
Some town in Alabama is voting today on re-instating (alcohol) Prohibition, perhaps next year they can expand their horizons and go after demon Aquafina.
I think the “backlash” has already begun, but I’m in CA, where backlashing is a sport. I doubt bottled water goes away, but I think there will be a consumer shift. Bottled water makes sense when you’re on the go or at an event, as an alternative to sugared drinks or alcohol. But I do think consumers can and will shift their home consumption, and will think about taking refillable bottles with them when they pack lunches, for the car, etc. I do think people are looking for easy ways, at least, to feel like they are helping and not exacerbating some of our societal challenges, and refilling empty water bottles is very simple.
Odonna has it right. You teach the kids in elementary school that bottled water is bad and the problem will disappear in 10 years. Truth is that many adults quit smoking rather than be judged an idiot by a seven year old.