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The conscious consumer is concerned with much in life, but they're especially sensitive when it comes to two things: what their money is spent on and what is put into their bodies.
Water falls into both categories and has become a focal point of the conscious consumerist movement over the past decade.
With increased awareness of depleting global freshwater supplies, and stories emerging of big businesses buying up the remaining reserves, something so vital to the masses is seemingly becoming increasingly controlled by the few.
Businesses have long since commodified H20, capitalising on consumer suspicion over mains water quality, and turning bottled water into a $100bn a year global industry.
As water moves ever further into mainstream consumer consciousness, people are increasingly split into two camps: those who drink tap water and those who drink bottled.
Bottled water drinkers cite superior taste and quality as their primary motivators, whilst tap drinkers don’t understand why anyone would actually pay for something that comes out of their tap.
Mains water in the UK undergoes a stringent purification process, and must adhere to strict health and safety standards. Which is why the water from our taps is safe to drink, which is more than can be said for the 750 million people who don’t have access to clean drinking water. That’s priority number one, and we’ve got it covered.
So why do we continue to drink billions upon billions of litres of bottled water every year?
If you think your tap water tastes odd or smells funny, then rest assured that you’re not going mad.
A common reason given by bottled water drinkers for why they prefer their option is because their tap water just doesn't taste right and isn't refreshing.
The Drinking Water Inspectorate (DWI), an independent government body set up to regulate public water supplies, states that the odd taste is likely to be due to the small amounts of residual disinfectant used to treat the water, as well as other foreign bodies that have made their way into the water supply.
The chemical most widely used is chlorine, the same chemical used in antifreeze, pesticides and swimming pools. The level of chlorine in our water poses little threat to our health, but it can be responsible for the bitter taste.
Tap water can also have a slightly musty taste depending on your plumbing, as it can pick up traces of substances from the pipes and water fittings or appliances and this situation is the most common cause of unusual or strange tastes.
If you’re unsure about how your residence is plumbed, and concerned with the taste of your water, the DWI recommend contacting a plumber and scheduling an inspection.
Objecting to the taste or smell of tap water will either seem completely normal to you or downright nonsense, depending on your own experience.
The fact is that, when it comes to water, the conscious consumer is stuck between a rock and a hard place.
On the one hand, the heightened awareness concerning the quality of our nourishment makes us wary of drinking chemically treated water.
On the other hand, drinking bottled water is easy to object to. The ecological impact of billions of tonnes of plastic bottles is enough to make any ethical consumer squirm.
Here at Virgin Pure, we believe that our System puts you in full control of both your ethical consumer habits, and your body’s nourishment. Life brings compromise from all angles, but your health and your values are a compromise-free-zone.
Our system helps you to stay uncompromisingly hydrated, healthy and ethical. No musty smells. No bitter taste. Greatly reduced plastic waste.
As the Virgin Pure System plugs straight into your existing plumbing, and turns your mains water into triple-filtered H2O, like some kind of hydro-alchemy.
For around 76p a day, less than a single bottle of water, Virgin Pure gives you unlimited access to the healthiest and tastiest kind of H20. Chilled and hot.
Pure water is, quite literally, available on tap.