Welcome back GFZ's!

This week's story is about the heat being turned up yet again on big brands and their greenwashing claims, and we’re loving it! 

The Plastic Pollution Coalition just filed a lawsuit against Danone Waters of America, the maker of Evian bottled water, for false advertising. Danone has been selling Evian as “natural” and “sustainable,” but there’s more plastic in their water than meets the eye...

So let's dissect the un-sustainable claims...

An independent lab found microplastics and bisphenol-A (BPA) in Evian’s “natural” bottled water. These aren’t just any contaminants—they’re linked to severe health issues like fertility problems, heart attacks, and even cancer. BPA, used to make plastics rigid, messes with our hormones and is one of the most worrisome chemicals found in plastics...

Despite touting its eco-friendly image, Danone’s production of plastic bottled water is anything but sustainable. They claim their bottles are “100% recyclable”, but most plastic ends up in landfills or incinerators, not being reused. This misleading narrative helps perpetuate the cycle of plastic pollution. 

Recycled plastics might sound eco-friendly, but reports show they often come with a toxic twist. They can contain more harmful chemicals like flame retardants, benzene, and endocrine disruptors, which mess with our hormones. Plus, to make recycled plastics usable, they’re often mixed with new plastic, but they still only last two or three re-cycles before they're unusable. In contrast, glass and aluminium are the real recycling champions—they can be recycled endlessly without losing quality. Hence why we cut plastic at Go For Zero, for our health and the planet.

Why It Matters...

Consumers worldwide are increasingly looking for products that are healthier and better for the environment. Bottled water companies like Danone capitalise on the perceived health benefits of water, but their plastic packaging tells a different story. Julia Cohen from Plastic Pollution Coalition puts it bluntly: there’s nothing “natural” about water laced with petrochemical products, and nothing “sustainable” about single-use plastic bottles.

Earth Island Institute’s CEO, Sumona Majumdar, emphasises the need for honesty in marketing. Companies must come clean about the impact of their products on both human health and the environment.

We’re inspired by Plastic Pollution Coalition’s persistence in holding these giants accountable. We share those values and work closely with our suppliers to ensure our products are genuinely sustainable.

Stay tuned as we follow this landmark case—it’s high time for a ripple effect of accountability in the industry. Let’s hope more companies start owning up to their environmental footprint. It’s time to demand more from the brands we support. Let’s push for a future where “sustainable” and “natural” truly mean what they say.

Did you see our recent Feel Good Friday email in which we highlighted similar news about the lawsuit against Procter & Gamble, Coca-Cola, PepsiCo, and other big consumer brands? It was a goodie, you can find more happy Earth news updates like this here! 

Until next week GFZ's, 

Much love xxx