BOTTLED WATER HAS BECOME AN INDISPOSABLE PROP IN OUR EVERYDAY LIVES. WE START EVERYDAY OFF BY PUTTING BOTTLES IN OUR LUNCHES, WE TAKE IT TO MEETINGS, WE TAKE IT TO THE GYM, IT IS AND GOES EVERYWHERE WE GO.
WE ARE PAYING OUR HARD EARNED MONEY, TWO, THREE OR FOUR TIMES THE COST OF GASOLINE, FOR SOMETHING WE HAVE ALWAYS AND WE STILL CAN GET FOR FREE FROM THE FAUCET IN OUR HOMES.
WHEN WE PURCHASE A BOTTLE OF WATER, OFTEN WE ARE BUYING THE BOTTLE ITSELF AS MUCH AS THE WATER. WE ARE BUYING INTO THE CONVENIENCE, A BOTTLE OF WATER AT THE CONVENIENCE STORE ISN'T THE SAME PRODUCT AS TAP WATER, ANY MORE THAN A CUP OF COFFEE AT STARBUCKS IS THE SAME CUP OF COFFEE FROM THE COFFEE MAKER ON YOUR KITCHEN COUNTER. THE WATER COMPANIES ALSO PRINT COLORFUL STORIES OF THE WATER, WHERE IT CAME FROM AND HOW HEALTHY IT IS.
A COLD PLATIC BOTTLE OF WATER AT YOUR LOCAL CONVENIENCE STORE IS THE PERFECT SYMBOL OF THIS MOMENT IN THE AMERICAN COMMERCE AND CULTURE. IT SHOWS THAT OUR DEMAND FOR INSTANT GRATIFICATION, OUR VANITY, OUR TOKEN CONCERNS FOR OUR HEALTH. THE PACKAGING AND TRANSPORT DEPENDS ENTIRELY ON CHEAP FOSSIL FUEL. YES, IT IS JUST A BOTTLE OF WATER. IT IS MODEST COMPARED WITH THE INDULGENCE OF DRIVING A GAS GUZZLING SPORTS CAR. BUT, WHEN THE WHOLE INDUSTRY GROWS UP AROUND SUPPLYING US WITH SOMETHING WE DO NOT NEED, WHEN A WHOLE INDUSTRY IS BUILT ON THE PACKAGE AND PRESENTATION, IT IS WORTH ASKING OURSELVES HOW THAT HAPPE

NED AND WHAT THE IMPACT IS GOING TO BE.