The International Bottled Water Association (IBWA) is no stranger to greenwashing (anyone who says bottled water is the most eco-friendly packaged beverage isn’t motivated by the planet’s well-being).
Now – in the face of “The Story of Stuff” viral video maven Annie Leonard turning her attention to bottled water – they’ve been forced to fire up the FUD machine (that’s Fear, Uncertainty & Doubt), in this instance, coloring the debate with what we (and Huffington Post blogger Jason Likins) charitably call “pretend journalism.”
The bottled water industry, fighting back against accusations that they are a significant contributor to environmental degradation, has released this magical video of glorious greenwashing, redolent of the famous video news releases in which Karen Ryan pretended to a journalist while promoting the Bush White House’s “No Child Left Behind” Act.
The New York Times’s Sindya N. Bhanoo reports that this video, sent out by the International Bottled Water Association, is a direct response to Annie Leonard’s The Story of Bottled Water (which you can read more about here). In the video, the IBWA touts the manufacturers of bottled water as “good stewards of the environment.” It features blissed-out coffeehouse acoustic guitar music, bucolic scenes of nature and a pretend reporter from pretend outfit “BWM Reports” pretending to pose pretend questions in pretend journalistic settings. The unnamed interlocutor serves up softballs, and happily nods along, like the Liz Glover Of Corporate Evil.