Stupid water

Apparently Aquafina has decided to admit that it is simply packaged tap water. I'd never noticed that the bottles were labeled PWS--Public Water Supply--and neither had many other people.

Thus continues one of the all-time ruses of consumer culture--bottled water. I've commented before on the absurdity of Deer Park's single-use "kid" bottles, but it's really the whole bottled water segment of the drink industry that blows my mind. And the fact that that segment represents $11B is even more mind-blowing.

Bottled water really seems like the snake oil of our contemporary culture. It may never have been marketed as directly better than tap water, but beverage companies have marketed the perception that water from a bottle is healthier. The reality, however, is that most tap water is not only safe, but better for you in some cases. Certainly, it is more economical and can be comfortably transported through faucets or refillable bottles.

What further disturbs me is the environmental impact. With the consumables come the trashables--tons of plastic bottles everywhere.

Stupid Packaging 1

Every so often, I come across an prime example of wasteful, stupid packaging. This one really hits a sore spot for me... Let's create the ultimate, kid-friendly bottle of water--small and manageable, with a sport nozzle for a top, easily packaged in large quantities, and safe. How is it safe? By using a non-removable cap. This is of course for the most altruistic reasons--god forbid a child choke on a bottle top.

Why is this stupid? Why?

Because it creates a completely disposable product. Rather than being able to refill your water bottle as do many of us who practice the reduce-reuse-recycle mantra, this item must be thrown away. (If you dig into Deer Park's good neighbor statement, their corporate copywriters tell you they care about waste and sustainability. Bullshit!) It is a prime example of pure marketing and consumption. The companies have already created the need--bottled water is safer--and now they meet the ultimate, lazy parental demands for convenience.

Stupid.