Monday, June 18, 2012

The Story Of Bottled Water

Do you remember the first time you saw bottled water for sale? For me it was back in the late 80’s when I was on holiday in Greece, where the tap water wasn’t safe to drink.

And then in the 90’s suddenly there it was. A trickle that turned into a deluge, supported by a worldview that we need to drink two litres of water a day and that bottled water is “better for you”. The global consumption rate quadrupled between 1990 and 2005.

Today the bottled water market is valued at $60 billion, and apparently the need to drink two litres of water a day is a myth.

Bottled water was not created to satisfy a need for thirsty consumers. It is a product designed to fulfil a western worldview about health. A 21st century creation that supports the story you can tell yourself about making the right choices. Like a take away Starbucks coffee cup, bottled water has become a statement as much as a product, for people with a particular worldview.

Bottled water companies didn’t create the worldview, they tapped into the beliefs at the edges of a market and created a product that supported those beliefs. More on that in the video below (it’s well worth watching).

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