2010 campaign, in which the company asks mothers to switch out a sugary drink for one of their bottled waters each day, is a perfect example. This, Gleick says, is one of their biggest triumphs, because of how the conversation affects the way in which people view their habit of drinking bottled water.

aren't disappearing into thin air. "The bottled water industry says correctly, but misleadingly, that the plastic the water comes in is recyclable," Gleick said. "It's misleading, because recyclable is not the same thing as recycled." By Gleick's estimate, only about a third of all bottles of water con

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