How Sustainable Branding Is Transforming The Water Industry

In recent years, businesses have been taking meaningful steps toward sustainability as consumers become more aware of the environmental impact of their purchasing behaviors.

Companies are being held accountable for the part they play, with consumers placing rising expectations on them to reduce their ecological footprint. The water industry is no exception, and sustainable branding transforms companies’ operations.

Here are some critical insights into how sustainable branding transforms the water industry and specific examples of companies leading the way and making significant contributions to these important changes. 

Promoting social responsibility and ethical business practices

Sustainable branding is transforming the water industry in several valuable ways. Companies are increasingly taking sizable steps to reduce their operations’ environmental impact through various initiatives, such as using sustainable packaging, promoting refillable water bottles, and supporting causes such as environmental conservation and ocean conservation cleanup. In addition to reducing environmental impact, sustainable branding is also helping to promote change around social responsibility and ethical business practices. 

Companies committed to sustainability often also pledge resources towards giving back to the community and supporting causes their customers care most about. These steps can help build customer loyalty and trust and create a more positive company image.

Sustainable branding is good for the environment and can be a fantastic strategy for driving more business. Consumers are increasingly trying to find eco-friendly solutions and are often willing to pay a premium for sustainable, environmentally responsible products. By promoting sustainability and taking steps to reduce their environmental impact, companies in the water industry can effectively attract a growing body of environmentally conscious consumers and succeed in differentiating themselves from their competitors.

Sustainability has far surpassed being a mere trend or buzzword; it’s now an essential aspect of business in the modern world. Companies committed to improving their sustainability status are doing the right thing for the planet and positioning themselves favorably for long-term success.

As consumers become more aware of the environmental impact of their shopping choices, it’s virtually guaranteed that demand for eco-friendly water will continue to soar. Water-related companies can meet this demand by promoting sustainability and taking concrete steps to reduce their environmental impact and help create a more sustainable future for all.

Reducing environmental impact

Sustainable brands now play a crucial role in reducing the environmental impact of the water industry. Many of these companies are actively working to develop and implement more sustainable practices throughout their supply chain, from sourcing materials to production and packaging. Some invest in new technologies and innovative solutions to improve water conservation and reduce pollution. 

Sustainable branding also helps to bring much-needed awareness to the issue of plastic pollution in the world’s oceans. According to a report by the Ellen MacArthur Foundation, should current trends persist, there could be more plastic in the sea than fish by 2050. This study and others have brought to light a major environmental issue requiring massive action, prompting many companies to make meaningful changes.

JUST Water 

One example of a company leading the way in sustainable branding is JUST Water. The company, founded in 2015 by actor and musician Jaden Smith, has quickly gained a solid reputation as a leader in eco-friendly water. JUST Water’s mission is clear; to provide consumers with access to safe, clean, and sustainable drinking water while minimizing the environmental impact of its operations.

Unique packaging

One way that JUST Water achieves its sustainability goals is through its unique packaging. The company uses a paper-based carton that is 82% renewable and fully recyclable. This starkly contrasts traditional plastic water bottles, which can take hundreds of years to decompose and all too often end up in landfills or oceans. Using sustainable packaging, JUST Water can reduce its environmental impact while still providing consumers with a high-quality product.

Commitment to giving back

In addition to its sustainable packaging, JUST Water is also on a mission to give back to the community. In 2019, the company partnered with a local church in Flint, Michigan, to deploy a mobile water treatment system. This initiative has helped to provide safe drinking water to residents who have been without it for far too long, having struggled with contaminated water for many difficult years.

JUST supports several other causes, such as environmental conservation and educational programs. The company has donated funds to organizations that protect our precious natural resources, and it also supports educational programs aimed at teaching children about sustainability and environmental stewardship.

JUST Water’s commitment to sustainability is just one of many examples of how eco-friendly brands are part of a movement transforming the water industry. Many other companies are taking similar steps to reduce their environmental impact, promote sustainability, and become part of the solution.

Boxed Water

One such company is Boxed Water, which uses a similar paper-based, 92% renewable carton for its packaging. The company aims to reduce the amount of plastic waste pumped out by the bottled water industry – estimated to be around an inconceivable 50 billion bottles per year in the United States alone. The company also invests in reforestation, planting over one million trees and counting in US national forests.

Flow Water

Another company making waves in the water industry is FloWater, producing a water refill station that uses advanced filtration technology to remove contaminants from tap water. These stations provide consumers with access to clean drinking water and help reduce the amount of plastic waste generated by bottled water. Promoting refillable water bottles, Floreduce the amount of plastic waste produced by the industry while still providing a high-quality product.


This innovative company produces reusable, lightweight water bottles designed to be eco-friendly and convenient for people on the go. The bottles are made from BPA-free materials and can be flattened for easy storage when not in use. By promoting the use of reusable water bottles, Vapur is helping to reduce the amount of plastic waste generated by bottled water and encourage people to make environmentally responsible choices.

Natura Water

Last but by no means least, Natura Water is another excellent example of sustainable branding making a difference in today’s water industry. This impressive company produces a range of water filtration systems designed to be both practical and eco-friendly, with a modern aesthetic. The systems use advanced filtration technology to remove tap water impurities and are designed to be easy to use and maintain.

Attracting environmentally conscious consumers

Sustainable branding is transforming the water industry in several powerful ways. Companies are taking steps to reduce their environmental impact, promote sustainability, and support important causes for their customers. This, in turn, is helping to create a more sustainable and responsible water industry that is better for both the environment and consumers. As consumer demand for eco-friendly products and services increases exponentially, sustainable branding will become an even more critical component of the water industry and beyond.

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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