it's a story about a system in crisis.

一個岌岌可危的系統的故事

we're trashing the planet

我們糟蹋這個地球

we're trashing each other

我們還互相糟蹋

and we're not even having fun

卻一點都不覺得快樂

the good thing is that when we start to understand the system

好消息是當我們開始瞭解這個制度時

we can see lots of places to step in and turn these problems into solutions

就開始看到許多可以介入之處，把問題變成解決方法

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one the problems with trying to use less stuff

當我們要減少東西的消耗時，可能會遇到一個問題

is that sometimes we feel like we really need it

就是有時候我們覺得不能沒有那樣東西

what if you live in a city like, say cleveland, and you want a glass of water

如果你住在像是克里夫蘭這種城市，想喝水的時候

are you going to take your chances and get it from the city tap?

你會冒險喝一口自來水

or should you reach for a bottle of water that comes from the pristine rainforests of Fiji?

還是會買一罐從斐濟原始雨林裡來的瓶裝水？

Well, Fiji brand water thought the answer to this question was obvious

斐濟牌瓶裝水以為這個問題的答案再明顯不過了

So they built a whole ad campaign around it

所以就拿它大作廣告

it turned out to be one of the dumbest moves

結果成了廣告史上

in advertising history

最愚蠢的案例之一

the city of cleveland it like being the butt

克里夫蘭市覺得這個廣告開的玩笑

of fiji jokes

一點也不好笑

so they did some tests and guess what?

於是就做了一些水質檢驗，結果呢？

These tests showed a glass of Fiji water is lower quality

檢驗結果顯示，斐濟牌瓶裝水水質反而比較差

it loses taste tests against Cleveland tap

比克里夫蘭市的自來水難喝

and costs thousands of times more

而且比自來水貴幾千倍

this story is typical of what happens when

這個故事非常經典，如果你拿瓶裝水和自來水來檢測比較，

you test bottled water against tap water

可能結果就是這樣

is it cleaner?

瓶裝水真的比較乾淨嗎？

sometimes, sometimes not

有時候是，有時候不是

in many ways bottled water is less regulated

在許多方面，瓶裝水的管制

than tap

不如自來水嚴格

Is it tastier?

瓶裝水真的比較好喝嗎？

In taste tests across the country, people consistently

根據全國「品水」調查

choose tap over bottled water.

受試者往往覺得自來水比較好喝

These bottled water companies say they’re just meeting consumer demand

瓶裝水的業者都說， 他們只是在滿足消費者的需求

but who would demand a less sustainable

問題是誰需要這種比較不永續

less tasty, way more expensive product

比較不好喝，又貴得要命的商品啊？

especially one you can get almost free in your kitchen

更何況家裡的廚房就有幾乎免費的水可喝

bottled water costs that two thousand times more than tap water

瓶裝水的價格大概是自來水的兩千倍

Can you imagine paying 2000 times the price of anything else?

如果其他東西也貴個兩千倍，你要買嗎？

how about a $10,000 sandwich?

好比說買個一萬塊的三明治？

yet people in the US by more than half a billion

可是在美國，一個禮拜就賣出

gallons of water every week

超過5億罐瓶裝水

that is enough to circle the globe more than five times

瓶身多到可以繞地球五圈

how did this come to be?

怎麼會這樣？

well it all goes back to how our materials economy works

這得從我們的物質經濟如何運作說起

and one of its key drivers which is known is manufactured demand

而推動這個系統運作的重要動力之一就是所謂的「營造出來的需求」。

if companies want to keep growing

企業若要持續成長獲利

they have to keep selling more and more stuff

就得賣出更多更多東西

in the 1970s giant soft drink companies

1970年代，各大碳酸飲料公司

got worried as they saw their growth projections

都很不安，因為他們的業績

starting to level off

不像以前成長得那麼快了

there's only so much soda that a person can drink

一個人畢竟喝不下太多汽水

Plus it wouldn't be long before people began

再說很快大家就會覺得

realizing that soda is not that healthy

喝汽水不健康

and turned back to drinking tap water.

所以又回去喝自來水

well the companies found their next big idea

這些公司於是有了新主意

in a silly designer product that most people laughed off

只是很多人覺得賣水這個笨想法很可笑

as a passing yuppie fad

只是一時的雅痞風

"Water is free," people said back then.

水是免費的啊，那時候大家這麼說

"what will they sell us next, air?"

「那他們接下來還想賣什麼？賣空氣嗎？」

so how do you get people to buy this fringe product?

那要怎麼讓大家來買這種不被看好的商品呢？

Simple. You manufacture demand

很簡單：就是幫顧客營造需求

How do you do that?

怎麼做啊？

Well, imagine you're in charge of the bottled water

假裝你是一家瓶裝水

company

公司的老闆

Since people aren't lining up to trade their hard-earned money

既然大家不想花血汗錢

for you unnecessary product

買你那沒用的商品

you make them feel scared and insecure if the don’t have it

你就想辦法讓他們覺得沒買這個東西真是太可怕、太沒有安全感了

and that's exactly what the bottled water industry did

這正是瓶裝水業者做的好事

one of their first marketing tactics was to

他們的首要行銷策略之一

scare people about tap water

就是讓大家覺得自來水很恐怖

with ads like Fiji's Cleveland campaign.

方法是利用像斐濟牌的克里夫蘭廣告

""When were done," one top water exec said,

「我們的廣告成功後，」有個頂尖的瓶裝水公司經理說

"tap water will be relegated to showers and washing dishes."

「自來水就只會被用來洗澡和洗碗了。」

Next, you hide the reality of your product behind

接下來，你得用美好的幻覺

images of pure fantasy

包裝商品的真相

Have you ever noticed how bottled water tries to seduce us

不知道你有沒有注意到

with pictures of mountains streams and pristine nature?

瓶裝水總是用山間小溪和原始自然的圖片誘惑我們？

But guess where a third of all bottled water in the U.S. actually

但是你猜美國三分之一的瓶裝水

comes from?

來自哪裡？

The tap!

正是自來水！

Pepsi’s Aquafina and Coke’s Dasani

百事的Aquafina和可口可樂的Dasani就是其中之二

are two of the many brands that are really filtered tap water

他們的水其實是過濾後的自來水

But the pristine nature lie goes much deeper.

這個美好大自然的謊言還有更誇張的

In a recent full page ad, Nestlé said:

雀巢公司最近登了一則全頁廣告

“Bottled water is the most environmentally

「瓶裝水是世界上

responsible consumer product in the world.”

最負環境責任的消費商品」

What!?

什麼啊！？

They are trashing the environment all along the product’s life cycle.

瓶裝水的整個生命週期都對環境有害

Exactly how is that environmentally responsible?

到底哪裡負起環境責任了？

The problems start here with extraction and production

問題從開採和生產的階段就開始了

where oil is used to make water bottles

因為我們用石油來製造塑膠水瓶

Each year, making the plastic water bottles

每年，為了製造

used in the U.S. takes enough oil and energy

在美國使用的塑膠水瓶所用的石油和能源

to fuel a million cars.

足以供應一百萬輛汽車

All that energy spent to make the bottle

用來生產水瓶的能源甚至比把瓶裝水

even more to ship it around the planet

運送到世界各地所需的能源還多

and then we drink it in about 2 minutes?

而我們把水喝完只不過兩分鐘吧？

That brings us to the big problem at the other end of the life cycle

然後又出現一個大問題也就是生命週期的最後階段—廢棄處理

Disposal. What happens to all these bottles when we’re done?

水喝完後，這些瓶子會怎麼樣？

Eighty percent end up in landfills,

80％進了掩埋場

where they will sit for thousands of years,

從此千年不爛

or in incinerators, where they are burned, releasing

或是進了焚化爐，燒一燒以後

toxic pollution.

排放有毒物質

The rest gets collected for recycling.

其他的則被拿去資源回收

I was curious about where the plastic bottles

我很好奇我丟到回收桶裡的塑膠瓶

that I put in recycling bins go.

被送到哪去了

I found out that shiploads were being sent

後來發現原來是海運到

to India.

印度

So, I went there.

所以我就跑到印度去

I’ll never forget riding over a hill outside Madras

我永遠不會忘記

where I came face to face with a mountain

在馬德拉斯郊外看到的景象

of plastic bottles from California.

一座來自加州的塑膠瓶山

Real recycling would turn these bottles

真正的回收應該是將這些塑膠瓶

back into bottles.

再製成新瓶子

But that wasn’t what was happening here.

但在這裡卻不是這樣

Instead these bottles were slated to be downcycled,

這些塑膠瓶會被降級回收

which means turning them into lower quality

也就是會變成其他品質較差的產品

products that would just be chucked later.

最後一樣要丟掉

The parts that couldn’t be downcycled were thrown away there

不能再降級回收的部分就被丟在印度

shipped all the way to India just to be dumped in

所以遠渡重洋送到這裡

someone else’s backyard.

只是為了把垃圾丟到別人家

If bottled water companies want to use mountains

如果瓶裝水公司真的想用山岳

on their labels,

做為商標

it’d be more accurate to show one of these

應該用一座塑膠垃圾山

mountains of plastic waste.

會比較貼切

Scaring us, seducing us, and misleading us

嚇唬我們、誘惑我們、誤導我們

– these strategies are all core parts of manufacturing demand

一旦需求被營造出來

Once they’ve manufactured all this demand,

這些手段就這麼營造了需求

creating a new multibillion dollar market,

多了一個價值數十億美元的市場

they defend it by beating out the competition.

這些企業就要剷除對市場的威脅

But in this case,

但是以瓶裝水來說

the competition is our basic human right to

威脅市場的正是我們的基本人權：

clean, safe drinking water.

飲用乾淨、安全的水

Pepsi’s Vice Chairman publicly said,

百事公司的副總裁曾公開表示

“The biggest enemy is tap water!”

「最大的敵人就是自來水！」

They want us to think it’s dirty and bottled

他們希望我們覺得自來水很髒

water is the best alternative.

而瓶裝水才是最好的選擇

In many places, public water is polluted

很多地方的自來水確實受到污染

thanks to polluting industries like

而污染源之一

the plastic bottle industry!

就是塑膠瓶工業！

And these bottled water guys are all too happy

然後這些瓶裝水公司眉開眼笑的

to offer their expensive solutions

送上昂貴的替代水

which keep us hooked on their products.

讓我們就這麼上鉤

It’s time we took back the tap.

該是回去喝自來水的時候了

That starts with making a personal commitment

可以從自我約束開始

to not buy or drink bottled water unless the water

不買或不喝瓶裝水

in your community is truly unhealthy.

除非你家的自來水真的很髒

Yes, it takes a bit of foresight to grab a

是的，帶一個很俗的環保水壺

reusable bottle on the way out, but I think we can handle it

的確需要遠見，不過我相信我們做得到

Then take the next step

接下來要採取的第二步

join a campaign that’s working for real solutions.

加入真正可以解決問題的行動

Like demanding investment in clean tap water for all

像是要求政府撥款，提供所有人都可以喝的乾淨自來水

In the US, tap water is underfunded by $24 billion

在美國，自來水的經費短缺240億美元

partly because people believe drinking water

部分原因是人們都相信

only comes from a bottle!

只有瓶裝水才能喝！

Around the world, a billion people don’t

現在全世界有十億人

have access to clean water right now.

喝不到乾淨的水

Yet cities all over are spending millions of dollars to deal with all

但許多城市卻要花上百萬處理我們丟掉的塑膠瓶

the plastic bottles we throw out.

處理我們丟掉的塑膠瓶

What if that money were spent improving our water systems

為什麼我們不用這些錢來加強自來水系統？

or better yet, preventing pollution to begin with?

或更好的，用來防止污染？

There are many more things we can do to solve this problem.

我們可以做的還很多。

Lobby your city officials to bring back drinking fountains

要求市政府恢復自動飲水機

Work to ban the purchase of bottled water

要求你的學校、公司或整個城市

by your school, organization or entire city

禁止購買瓶裝水

This is a huge opportunity for millions of people to wake up

這個大好機會將讓百萬人站出來

and protect our wallets,

保護我們的荷包、

our health

我們的健康

and the planet.

和這個地球

The good news is: it’s already started.

好消息是：行動已經開始了。

Bottled water sales have begun to drop while business is booming

瓶裝水的銷售量已開始下降

for safe refillable water bottles. Yay!

而可重複使用的安全水壺卻開始大賣，耶！

Restaurants are proudly serving “tap”

餐廳開始大大方方的呈上自來水

and people are choosing to pocket the hundred of thousands

大家也決定把鈔票收好，

of dollars they would otherwise be wasting

別再浪費錢

on bottled water

買瓶裝水了

Carrying bottled water is on its way to being

喝瓶裝水就快變得跟

as cool as smoking while pregnant.

孕婦抽煙一樣噁心

We know better now.

我們現在更清楚了

The bottled water industry is getting worried

瓶裝水企業很憂心

because the jig is up.

因為他們快要玩完了

We are not buying into their

我們不會再為

manufactured demand anymore.

營造出來的需求而買東西

We will choose our own demands,

我們會選擇真正需要的，

thank you very much, and we’re demanding clean, safe water for all

感謝你，現在我們要的就是讓所有人都能喝，乾淨又安全的水