We all know what Anya Hyndmarch has done for reusable bags. Now We Want Tap are doing the same for tap water! They intend to make tap water an environmentally friendly choice as well as a fashion statement.
I spent a happy time talking to Lisa from We Want Tap (TAP) and learned a lot about the bottled water industry.
Six million litres of bottled water are drunk in the UK every day and of 13 billion plastic bottles sold in the UK last year, only 10% were recycled. The rest ended up in landfill.
To make 13 billion plastic bottles requires around 8 million barrels of oil a year – enough to fuel more than half a million cars for a year.
Tap is a new ethical enterprise that is taking on the bottled water industry. It is a company, a campaign and a fundraising initiative, committed to getting people to re-think bottled water and rediscover a refreshing, clean alternative that’s literally on tap.
Lisa says “While the world struggles to deal with the challenge of climate change, bottled water has become a symbol of a non sustainable, disposable lifestyle.”
TAP know full well that in an ideal world we would all drink tap water and there would be no need for their company at all, but the fact remains that we don’t. In answer to this, TAP have come up with some innovative products to help get tap water back in favour and on our tables!
TAP’s tongue in cheek campaign have come up with some ‘do it yourself’ bottled water labels. These ‘brand’ your bottles with TAP instead of promoting large bottled water companies; turning your empty bottle of Evian into a public address system for tap water.
Using these labels encourages you to refill your bottles from the tap (or filter) up to 10 times with tapwater. You mark off each refill on the label’s Drink-O-Meter, before finally consigning the bottle to the recycling bin.
TAP also sell reusable bottles, made from non-leaching plastic. The bottles are made from a material called Eastman Tritan – a new generation copolyester and are fully recyclable.
TAP products are carbon neutral and sustainably sourced. The Do-It-Yourself Bottled Water pack is printed on FSC / recycled stock using biodegradable laminate and vegetable inks.
So what convinced TAP that Briton’s would entertain the idea of tap water?
Last month, Lisa and her friends took to the streets of London and invited 250 people to do a blind taste test.
They had four bottled waters and one tap water and asked people to name their favourite drink as well as whether or not they could detect the tap water.
* 84% of people failed to identify tap water
* 30% incorrectly identified Evian as tap water
* 22% incorrectly identified Fiji, the most expensive brand on the line-up, as tap water
* 30% actually preferred the taste of tap water
The figures speak for themselves don’t they? It shows that bottled water is not a matter of taste and preference, but a matter of branding and marketing.
According to We Want Tap, by the year 2050, over half the population will be suffering from severe water shortages. At the moment dirty water kills 1.8 million people a year. Ninety percent of these are children (that’s 3,900 dying every day).
I have to admit, when I first heard about TAP, I had the ‘gimmick’ monster peaking out at the screen, but within a few moments of talking to Lisa, I knew I had met a genuine woman with a passion and vision to bring about positive environmental change.
The company boast many eco credentials, not least the fact that Tap donates a huge 70% of its profits to fund water development projects in the developing world.
In addition, they are a carbon neutral company. TAP are continually working to reduce their carbon footprint. Lisa assures me that REDUCING is top of their list wherever possible, but anything that simply cannot be changed in the manufacture of their products and running of their office is offset.
We have two reusable bottles and two sticker sets to give away in our Pledge and WIN competition. Don’t miss your chance to win one, as I have a feeling these are going to really take off 😉