As a country, we don’t look at a bottle of water the same way we did ten years ago, and with good reason. Over the last decade, the long term effects of PET recycling and waste reduction has become one of the most discussed and debated issues in CPG. And while that debate still rages, brands like ZEN WTR represent a small but significant step towards a hopefully better, cleaner future. Each bottle is made from 100% recycled, Certified Ocean Bound plastic salvaged from the coast of Thailand, a process that the company says will save up to 70 million bottles from entering the ocean in 2020 alone. In a year that has forced all of us to adapt to “new normals” with varying degrees of success, ZEN WTR represents one hopeful version for bottled water.