Starbucks’ Ethos Water to Fund Worldwide Water Issues

ew_logo.gifA huge percentage of the world’s population dosn’t have reliable clean water to drink. Starbucks Coffee intends to provide $10 million of clean water infrastructure in developing countries via sales of its new brand of bottled water “Ethos Water“.
Of course, I wonder how much good yet another brand of plastic-bottled water will really do. But the Ethos humanitarian mission seems to be pretty well spelled out to the point that every element of their marketing specifically refers to it. It will be a brand worth watching to see just how much of a difference it really makes.

Nick Aster is a new media architect and the founder of TriplePundit.com

TriplePundit.com has since grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He was instrumental in the creation of TreeHugger.com, managing the technical side of the publication for 3 years as well as an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.