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it's a story about a system in crisis. 

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we're trashing the planet

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we're trashing each other

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and we're not even having fun

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the good thing, is that when we start to understand the system

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we can see lots of places to step 
 in and turn these problems into solutions

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[music]

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one the problems with trying to use less stuff

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is that sometimes we feel like we really need it

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what if you live in a city like, say 
 cleveland, and you want a glass of water

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are you going to take your chances and get it from the city tap?

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or should you reach for a bottle of water 
 that comes from the pristine rainforests of

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Fiji?

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Well, Fiji brand water thought the answer to this question was obvious

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So they built a whole ad campaign around it

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it turned out to be one of the dumbest moves

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in advertising history

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the city of cleveland it like being the butt

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of fiji jokes

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so they did some tests and guess what?

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These tests showed a glass of Fiji water is lower quality

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it loses taste tests against Cleveland tap

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and costs thousands of times more

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this story is typical of what happens when

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you test bottled water against tap water

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is it cleaner?

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sometimes, sometimes not

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in many ways bottled water is less regulated

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than tap

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Is it tastier?

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In taste tests across the country, people consistently

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choose tap over bottled water.

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These bottled water companies say they’re just meeting consumer demand

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but who would demand a less sustainable

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less tasty, way more expensive product

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especially one you can get almost free in your kitchen

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bottled water costs that two thousand times more than tap water

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Can you imagine paying 2000 times the price of anything else?

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how about a $10,000 sandwich?

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yet people in the US by more than half a billion

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gallons of water every week

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that is enough to circle the globe more than five times

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how did this come to be?

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well it all goes back to how our materials economy works

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and one of its key drivers which is known is manufactured demand

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if companies want to keep growing

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they have to keep selling more and more stuff

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in the 1970s giant soft drink companies

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got worried as they saw their growth projections

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starting to level off

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there's only so much soda that a person can drink

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Plus it wouldn't be long before people began

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realizing that soda is not that healthy

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and turned back to [gasp] drinking tap water.

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well the companies found their next big idea

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in a silly designer product that most people laughed off

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as a passing yuppie fad

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"Water is free," people said back then.

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"what will they sell us next, air?"

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so how do you get people to buy this fringe product?

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Simple. You manufacture demand

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How do you do that?

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Well, imagine you're in charge of the bottled water

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company

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Since people aren't lining up to trade their hard-earned money

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for you unnecessary product

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you make them feel scared and insecure if the don’t have it

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and that's exactly what the bottled water industry did

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one of their first marketing tactics was to

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scare people about tap water

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with ads like Fiji's Cleveland campaign.

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""When were done," one top water exec said,

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"tap water will be relegated to showers and washing dishes."

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Next, you hide the reality of your product behind

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images of pure fantasy

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Have you ever noticed how bottled water tries to seduce us

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with pictures of mountains streams and pristine nature?

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But guess where a third of all bottled water in the U.S. actually

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comes from?

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The tap!

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Pepsi’s Aquafina and Coke’s Dasani

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are two of the many brands that are really filtered tap water

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But the pristine nature lie goes much deeper.

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In a recent full page ad, Nestlé said:

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“Bottled water is the most environmentally

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responsible consumer product in the world.”

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What?!

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They are trashing the environment all along the product’s life cycle.

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Exactly how is that environmentally responsible?

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The problems start here with extraction and production

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where oil is used to make water bottles

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Each year, making the plastic water bottles

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used in the U.S. takes enough oil and energy

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to fuel a million cars.

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All that energy spent to make the bottle

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even more to ship it around the planet

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and then we drink it in about 2 minutes?

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That brings us to the big problem at 
 the other end of the life cycle

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Disposal. What happens to all these bottles when we’re done?

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Eighty percent end up in landfills,

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where they will sit for thousands of years,

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or in incinerators, where they are burned, releasing 

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toxic pollution.

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The rest gets collected for recycling.

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I was curious about where the plastic bottles

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that I put in recycling bins go.

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I found out that shiploads were being sent

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to India.

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So, I went there.

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I’ll never forget riding over a hill outside Madras

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where I came face to face with a mountain

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of plastic bottles from California.

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Real recycling would turn these bottles

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back into bottles.

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But that wasn’t what was happening here.

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Instead these bottles were slated to be downcycled,

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which means turning them into lower quality

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products that would just be chucked later.

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The parts that couldn’t be downcycled were thrown away there

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shipped all the way to India just to be dumped in

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someone else’s backyard.

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If bottled water companies want to use mountains 

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on their labels,

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it’d be more accurate to show one of these 

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mountains of plastic waste.

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Scaring us, seducing us, and misleading us

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 – these strategies are all core parts of manufacturing demand

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Once they’ve manufactured all this demand,

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creating a new multibillion dollar market,

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they defend it by beating out the competition.

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But in this case,

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the competition is our basic human right to

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clean, safe drinking water.

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Pepsi’s Vice Chairman publicly said,

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“The biggest enemy is tap water!”

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They want us to think it’s dirty and bottled

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 water is the best alternative.

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In many places, public water is polluted

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thanks to polluting industries like

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the plastic bottle industry!

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And these bottled water guys are all too happy

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 to offer their expensive solutions

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which keep us hooked on their products.

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It’s time we took back the tap.

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That starts with making a personal commitment

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 to not buy or drink bottled water unless the water

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 in your community is truly unhealthy.

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Yes, it takes a bit of foresight to grab a 

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reusable bottle on the way out, but I think we can handle it

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Then take the next step

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join a campaign that’s working for real solutions.

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Like demanding investment in clean tap water for all

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In the US, tap water is underfunded by $24 billion

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partly because people believe drinking water 

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only comes from a bottle!

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Around the world, a billion people don’t

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 have access to clean water right now.

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Yet cities all over are spending millions of dollars to deal with all

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 the plastic bottles we throw out.

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What if that money were spent improving our water  systems

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or better yet, preventing pollution to begin with?

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There are many more things we can do to solve this problem.

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Lobby your city officials to bring back drinking fountains

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Work to ban the purchase of bottled water

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by your school, organization or entire city

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This is a huge opportunity for millions of people to wake up

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and protect our wallets,

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our health

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and the planet.

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The good news is: it’s already started.

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Bottled water sales have begun to drop while business is booming

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for safe refillable water bottles. Yay!

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Restaurants are proudly serving “tap”

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and people are choosing to pocket the hundred of thousands

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of dollars they would otherwise be wasting

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on bottled water

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Carrying bottled water is on its way to being

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as cool as smoking while pregnant.

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We know better now.

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The bottled water industry is getting worried

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because the jig is up.

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We are not buying into their

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manufactured demand anymore.

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We will choose our own demands, 

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thank you very much, and we’re demanding clean, safe water for all

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