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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.