Forget Evian. PFAS-free bottled water is the new status symbol |
Forget Evian. PFAS-free bottled water is the new status symbol
A new crop of fancy water brands are leaning into transparency around pollutants.
For years, branding for high-end bottled water tried to sell consumers on the ineffable characteristics gained by dint of its origins: the purity of an Icelandic glacier, or the exoticness and vibrancy of an aquifer from a remote Pacific island.
Now, a new generation of water brands are looking to rebrand wellness, health, and luxury as drinking a product that lacks a certain invisible mystery—namely microplastics and PFAS, the “forever chemicals.” With increasing evidence showing that bottled water has significantly more microplastics than the tap, including an Ohio State........