Name: 寶特瓶的故事 The Story of Bottled Water (2010)
Uploaded: 2012-12-29T17:06:51.000Z
Duration: 8 min 4 s

this is a story about a world obsessed with stuff

這是個關於沈溺於物質的世界的故事

現在進行式

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

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?

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

it turned out to be one of the dumbest moves

the city of cleveland it like being the butt

克里夫蘭市覺得這個廣告開的玩笑

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

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，

in many ways bottled water is less regulated

In taste tests across the country, people consistently

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

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？

yet people in the US by more than half a billion

that is enough to circle the globe more than five times

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」。

they have to keep selling more and more stuff

got worried as they saw their growth projections

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

Plus it wouldn't be long before people began

well the companies found their next big idea

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

水是免費的啊，那時候大家這麼說

「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？

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

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

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

one of their first marketing tactics was to

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

Have you ever noticed how bottled water tries to seduce us

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

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

雀巢公司最近登了一則全頁廣告

“Bottled water is the most environmentally

responsible consumer product in the world.”

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?

The problems start here with extraction and production

問題從開採和生產的階段就開始了

因為我們用石油來製造塑膠水瓶

Each year, making the plastic water bottles

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

用來生產水瓶的能源甚至比把瓶裝水

運送到世界各地所需的能源還多

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？