An astonishing 340,000,000,000 plastic bottles are sent to landfill every year, where they then take around 400 years to decompose. Worse still, each plastic bottle requires five times its own volume in water to manufacture – a horrifying amount, particularly given the pressure on global water supplies. While SodaStream isn't the first company to attempt to turn these statistics around, (Nike's 'Considered Design' range springs to mind) its big idea - 'precycling' - is a novel one and well worth considering.
Simply put, 'precycling' means minimising the use of plastic bottles all together, whether by taking a water bottle (or a recycling a plastic one already in the house) to work with you or by swapping your plastic bottles of Coca-Cola for a SodaStream and making it yourself. Clearly something needs to be done about the world's plastic bottle mountain, and the involvement of O'Connor as an advocate for tackling the packaging problem can only be a good thing - particularly if it takes the message to those who otherwise would have missed it.
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