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A fear of dying plays a role in people buying bottled water, even though they know it may not be good for them or the planet, a study from the University of Waterloo has found.

The study suggests that most bottled-water advertising campaigns target a deep psychological vulnerability in humans, compelling them to buy and consume particular products. Bottled water ads specifically trigger our most subconscious fear — driving Canadians to buy billions of litres of water annually. 

In the past two decades, the world’s ten worst floods have done more than a hundred and sixty-five billion dollars’ worth of damage and driven more than a billion people from their homes. In the summer of 2017 alone, Hurricane Harvey dumped more than fifty inches of rain over Texas, a monster monsoon season damaged more than eight hundred thousand homes in India, and flash floods and mudslides claimed at least five hundred lives in Sierra Leone.

Professor Mark Servos, Canada Research Chair in Water Quality Protection and professor of Biology, Nandita Basu, professor in the Departments of Earth and Environmental Sciences and Civil and Environmental Engineering, and post-doctoral fellow, Kim Van Meter, were prominently featured in Kitchener-Waterloo’s local newspaper.