PARLEY FOR THE OCEANS AND BRITA ARE INNOVATING FUTURE OF WATER
Bye, single-use plastic water bottles
Single-use plastic is the No.1 villain to marine pollution. In 2015, researchers from the University of Georgia estimated that 275 million metric tons (MT) of plastic waste was generated in 192 coastal countries in 2010, with 4.8 to 12.7 million MT entering the ocean. To end the single-use plastic era, Brita, the leader in at-home water filtration products, and Parley for the Ocean, a futurist form of environmental organization, are introducing the “Future of Water” – a design exploration that envisions what Brita products and access to safe drinking water could look like in the future through radical innovation.
The project aims at making water better for people and the planet, including providing access to clean water in vulnerable U.S. communities, having zero plastic waste to landfills by 2030, creating completely curbside recyclable packaging using 100% recycled fibers and removing 20 billion single-use plastic water bottles from circulation per year by 2030.
For the design, Brita and Parley make the most of green chemistry, biomaterials, and solutions inspired by nature. Future materials made with organic substances like lignin, algae and mycelium replace any need for plastics. The filtration ring is the central element of the modular system that can be used alone with a tap faucet or configured to create an attachment for bottles and pitchers. The ideal system would remove and break down contaminants while enriching water. At their end-of-use, each component would either be biodegradable or returned for renewal and reuse.
“This partnership is one of the most important actions we’ve taken as a brand to help achieve our sustainability goals,” said Eric Schwartz, General Manager of Brita. “Through our work with Parley, we’ve been able to conceptualize a world that is free from single-use plastic water bottles and demonstrate how this ambitious idea can be our new reality. This design has been in the works for some time, and we’re looking forward to using it as inspiration for products we’re bringing to market in the near future.”