Mission Statement - Make the World a Better Place For Our Children
Everything that we do is for our children. Just saying that feels good. But what is it that we are actually doing that justifies such a statement?
We work hard to put food and water on the table, provide a safe environment, social belonging, and on up to the top of Maslow's pyramid of needs. On a daily basis we work hard and are generally successful in delivering on those needs for our children. However, humans have a unique capacity to effect their environment with the future in mind. Climate Change and Plastic Pollution are real threats that are happening now. As parents, we are kidding ourselves if we truly believe that everything we do is for our children.
So how do we reconcile this balance between our daily hectic lives and making the world a better place for our children? In the end we are just parents. We are just people who care about their children but are caught up in the daily hustle. It seems like enough work just to get our kids dressed in the morning and make it to work.
So what can we do to make a difference? To be completely honest we really have no idea. We can make bold statements, we can curb our behavior and hope for the best. But that is not enough.
OUR PLEDGE: ENDOWMENT DRIVEN
We have decided to take the first steps towards making a small impact for the better by starting Endow Water. We pledge to put our heart and souls into growing our influence and positive impact each and every day until we can proudly say we are doing everything we can to Make the World a Better Place For Our Children.
We've decided to launch Endow Water in this spirit. We have Packaging Science and Supply Chain degrees and plan to embark on a fact driven journey drawing on the Scientific Method to help steer our ship. This is why we chose Endow as our brand name.
The definition of Endowment that we believe in is as follows: "An endowment is a donation of money or property to a nonprofit organization, which uses the resulting investment income for a specific purpose." To us this translate roughly to "we will pay it forward". We pledge that a significant portion of our proceeds will be set aside for endowments to serve our Mission.
You might be thinking... "if that is your mission how could you in good conscience decide that launching another bottled water brand is the best path forward?" Well, we just don't think it is that simple. Packaging exists for a reason, it protects products, preserves shelf life, and helps deliver much needed nourishment. Is it feasible that we will all stop using packaging? Not anytime soon, so we set out to see what we can do about it.
Reduce, Reuse, and Recycle are the three tenets of sustainability. Bottled water is convenient and safe. Our understanding is that it also is the most mature recycling stream on the planet but despite this, millions of bottles do not find their way to the recycling stream and pollute our environment.
REDUCE & REUSE - It seems obvious that reducing and reusing when it comes to water consumption is the best path forward. We do not deny this for the sake of selling bottled water. We encourage and support this and will be offering reusable Endow Water bottles from day one.
RECYCLE - However, it is not feasible in the short term that we can always use a reusable water bottle to consume water. Climate Change is expected to wreak havoc on water sustainability in the future. Some even believe that water conflicts driven by Climate Change could lead to Wars on a significant scale. Disasters, aging infrastructure, and on the go lifestyles all contribute to reasons and occasions for bottled water. So at this moment, we plan to focus our first Endowment / contribution toward improving either recycling rates and/or efficiencies and quality. We will keep our stakeholders and customers informed and even draw on your vast knowledge to help us navigate the best and most appropriate use of our Endowments.
Finally, back to why we are launching a bottled water brand. We have come across an amazing packaging innovation that we believe in. We've found a one of a kind unique closure that does not spill! You have to apply suction to drink. If we were to just launch another bottled water brand we would likely be lost in the mix with the other hundreds of brands in market. But we believe that by being the first brand to bring this closure to the market in the U.S., we will be able to make an impact that will be lasting.
We do not claim to have all the answers, but we promise to do our best so that we can say with pride that everything we do is for our children because we have made the world a better place.
All the best,
Endow Water Team!
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