Both the New York Times and trend forecasting experts Iconoculture featured pieces this week on bottled water - specifically, emerging consumer awareness about the environmental effects of drinking bottled water.
“'More than 90 percent of the environmental impacts from a plastic bottle happen before the consumer opens it,” said Dr. Allen Hershkowitz, a senior scientist at the Natural Resources Defense Council. Oil for plastic, oil for shipping, oil for refrigeration — and in the end, most of the effort goes to landfills.'"
That delicious, $4 bottle of Fiji water? It traveled 8,000 miles to get here. 43 million gallons of water are shipped from Europe every year, creating 3800 tons of carbon dioxide, equivalent to 660 cars running for a year. And what about all those used bottles?
There's no question that water is more healthful than any other drink. But once again, it's proof that there's no free lunch when it comes to "doing the right thing", whether for yourself or for the environment.
From a marketing perspective, there are two opportunities here. The Times emphasizes an advertising push from city governments to make drinking tap water cool again. Iconoculture points to a reduced environmental footprint as the next evolution in the “cause water” category. First was Ethos, acquired by Starbucks, which donates some profits to help purify water in developing nations. Now BIOTA is one of the first to market with the bottles made from biodegradable/compostable corn. Something tells me that the convenience of portable water and the marketing savvy of CPG companies will ultimately win out. photo credit: wellingtondany
Misha Cornes
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Comments (5)
hey,
glad to see this topic posted on threeminds, but i honestly hope this is not the first this discussion has risen in the organic and/or ad agency world.
i lived in Peru helping to fight the littering aspect of water bottles and there has been a fight to stop these being used for a while- the most recent in the SF city to stop using them (with different outcomes).
i guess i am just hoping that serious, accessible, daily issues of the human experience do not have this long a trickle-down to creatives in large organizations; as experience designers, we need to be more conscious of these, in my opinion.
sincerely,
matt ludwig.
Posted on July 18, 2007 14:25
Hi Matt. I think there are two parts to Organic's environmental footprint. This first is what we ourselves our doing. As a services company, we have pretty low impact anyway compared to, say, a car manufacturer, but we have always tried to be a green corporation in terms of electricity, paper usage, etc. We have recently launched a more comprehensive greening program that addresses broader impact issues like air travel.
The harder part of the footprint, which I think it what you are getting at, is what our clients do. It's a tough situation for any marketer because ultimately what we are in the business of stoking consumption, not preaching conservation. Once *consumers* start demanding that their products be more green, its up to us as marketers to respond, whether with better products or with positioning that allows manufacturers for ways to take credit for what they are doing right.
Posted on July 18, 2007 14:56
UPDATE: Fast Company has a great in-depth analysis of the issue this month:
http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html
My favorite quote is from John Mackey, CEO of Whole Foods: "You can compare bottled water to tap water and reach one set of conclusions," says Mackey, referring both to environmental and social ramifications. "But if you compare it with other packaged beverages, you reach another set of conclusions.
Posted on July 18, 2007 17:50
I think more and more people are catching on to the fact that there are environmental repercussions involved in the constant toting of bottled water. Recent articles from the New York Times and Iconoculture are exactly what this country needs to take its first steps towards making tap water a viable and safe resource for everyone. Tastybaby.com also made their weekly Throwdown this week in regards to the bottled water issue at hand. It's up to consumers to make the right kind of demands that will further promote these wasteful companies to take "greener" footprints in their manufacturing.
Posted on July 19, 2007 13:03
Misha,
Thank you for the response. I was actually more referring to the notion/news/concept of the detrimental impact packaging and specifically, water bottling has on environments- both social and ecological. I see though i shaped it more as a question of 'what is Organic doing about it'- sorry about that.
I do realize that the role of the ad shop is the champion the brand though to the end of strategy, and not to veer off- whether that be to an anti-packaging of said brand, or otherwise. But in the same breathe, I call complete BS on the statement "Once *consumers* start demanding that their products be more green, its up to us as marketers to respond". You are saying it is consumers problem/fault/reason that a brands products are not packaged or produced in sustainable manners?? No way- not even close. I see the paradigm you are laying out, but that is hiding behind an account and not having a voice or opinion, as far as I can tell.
I love threeminds and have major respect for Organic, don't get me wrong, but to lay out a 'solution' like this one is crazy. If a designer does not have a 'solution', backed with a progressive, clear, reason/concept that comes from self, how original is the 'solution' then? I realize we are in different shoes and requirements, but as a designer, your drive, insight and perspective is what your value resides in- to cover that up and let it get pushed aside is simply an easy way out, IMO.
Funny the FC article details Poland Spring- I live in Maine and know the issue well. They have done very poor things to the community surrounding them (in addition to transport tax skirting when bottling water in other states, but different topic) trying to secure water rights. A great resource, much looked to as a source (no pun intended) of guidance on the topic is "Blue Gold"- http://www.amazon.com/Blue-Gold-Fight-Corporate-Worlds/dp/1565847318
More articles on it, if interested:
http://www.dailyherald.com/story.asp?id=223692
http://www.un.org/Pubs/chronicle/2003/webArticles/013003_future_of_water.html
Thanks for the great discussion, Misha. I really appreciate it.
Posted on July 25, 2007 06:31