Sales of bottled water very often benefit charities that help clean underpriveleged nations making a real difference to the lives of millions of people in developing countries through the provision of clean drinking water.

Consumers are increasingly choosing to support ethical causes through their purchasing habits – and the natural bottled water industry is ahead of many other FMCG sectors in offering direct and meaningful projects for consumers to support across a range of charities.

According to 2008 statistics from the World Health Organization, 41% of Africans did not have access to clean drinking water sources in 2006. In rural areas, the figure was more like 54%. In many countries, the situation is a lot worse. 69% of rural Ethiopians do not have access to clean drinking water.

Bottled water companies are in an ideal position to help by raising both the consciousness of this issue and funding for clean water projects. As a highly visible promotional and consumer product, it can get the message across through well designed promotional and advertising labels, advertising messages, in-store promotions, exhibitions and events.