Transforming "Yuck" to "Buck"- Altering the public's view on waste as a resource.

The least utilized water source is treated wastewater, and we no longer can consider it a waste but instead need to view it as a resource. We believe the challenge is clearly a psychological one. Therefore, how do we overcome barriers to brand water recycling as the new “it”?

Think e.g. if Coca-Cola advertised a new product from 100% reclaimed wastewater how would the mass population accept it? Will it become a new trend throughout the entire beverage industry, or will it damage the brand image of the corporation?

This post explores the psychological barriers hindering the public's acceptance of consuming recycled water and shifting the mindset of corporations to view waste as a commodity for the marketplace.

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