The bottled water market has seen explosive growth – up 73% over the last decade – making it one of the fastest-growing industries globally. However, this growth comes at a significant environmental cost. Plastic waste, greenhouse gas emissions from production and distribution, and the overexploitation of water resources all contribute to an escalating ecological crisis. Reducing reliance on bottled water is, therefore, an urgent challenge.
Public awareness of this issue has grown. A 2020 study by Futerra and OnePulse found that 80% of respondents were willing to change their habits to combat climate change, and 50% specifically considered cutting back on plastic use. Despite this, little attention has been given to communication strategies designed to reduce bottled water consumption.
