By: Heather Vaughan
A quick Google search or social media scroll will tell you that customers are making more and more of their shopping decisions based on sustainability. In fact, as of December 2024, 58% of customers state they are willing to swap their staples for more environmentally friendly products, according to surveys. When it comes to water, the stats are even higher. According to BSI, “Over two-thirds (68%) prefer to buy food or beverages from brands demonstrating clear action on water efficiency, even at a higher price point.” Retailers prioritizing green products now have the competitive edge.
Natural and organic foods shoppers have historically led the environmental charge. But in 2025, the sustainability movement has graduated from granola – going green is officially mainstream. Just walk into any grocery store, and it’s easy to see that behavior has shifted. Customers often bring in their own shopping bags (whether they’re provided at a store or not), glass and plastic bottles for anything and everything, including water, shampoo, conditioner, lotion, laundry detergent, multi-surface cleaning spray, etc., and reusable produce bags for fruit and veggies. And retailers are clearly listening. From expansive bulk sections (shout out to Davis Co-op for one of the most thoughtful BYOB departments we’ve ever seen) to entire shops dedicated to refill products, sustainable living is making waves and on the rise.
Sustainability Initiatives Reinforce Customer Loyalty
Back in the Stone Age when FreshPure® began (aka the 1990s), only die-hard natural and organic foods customers prioritized eco-conscious products. That’s why we focused so much on service, taste, and value in our design process – to reach customers who weren’t making shopping choices based on environmental values. And it worked! For 34+ years, our store managers have been letting us know that the reliably crisp, clean taste of FreshPure® Waters brings customers into their stores, and that they are very loyal. We have even received calls from customers in the middle of planning a big move who want to make sure they will still be able to get our water before choosing their new home. It has happened more than once, and we are deeply moved by this feedback.
But, now in 2025, our long-standing environmentally focused values and WaterNeutral™ program have become a draw in and of themselves. Customers on the hunt for sustainable water solutions find our retail partners through our store locator, stay to shop, and keep coming back.
Our Environmental Impact
- Almost 3 Billion Single-Use Plastic Bottles Saved from entering the waste stream since our inception in 1991.
- Over Half a Billion Single-Use Plastic Bottles Saved in 2024 alone.
- 100% Carbon Neutral and WaterNeutral™ As of today, FreshPure® Waters is the only company to offset our already extremely low carbon and water footprint by directing resources towards watershed and wildlife habitat restoration and renewable energy. We began this program in 2023 and are very proud to be the first retail water company to make this level of environmental impact. We collaborate with Bonneville Environmental Foundation on the following initiatives:
- Watershed and Wildlife Restoration sites: The San Pedro River in Tucson, AZ, the Verde River in North Central Arizona, and the Foster Meadow Habitat in California’s Sierra Nevada mountains. We will be adding more locations in the future.
- The Parque Eólico Maldonado renewable energy project is helping Uruguay reach its wind energy potential.
- Bulk Water is 1400% more green than bottled water.
- Potential to Reuse the Waste Stream Each and every FreshPure® Waters system is equipped to reuse any water wasted in the filtration process. This water can be sent to bathrooms, to water the plants, etc., helping to reduce water waste and our stores’ water bills. It’s just one of the many elements of our circular economic model. Per the EPA, “a circular economy reduces material use, redesigns materials and products to be less resource intensive, and recaptures “waste” as a resource to manufacture new materials and products.”
The sustainability wave has moved from margins to mainstream, transitioning from a niche preference to a driving force in consumer decision-making. By offering a selection of green products, retailers provide customers with a way to align their purchases with their values. And in today’s market, that alignment translates directly to customer loyalty, increased foot traffic, and ultimately, stronger sales.
Oh… and a cleaner planet.
