The Real Reason We're Obsessed With Reusable Water Bottles
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The global reusable water bottle market is booming. One study estimated that it will be valued at $11.5B by 2030, and other researchers have predicted similar growth. But buying more of these water bottles isn't helping reduce plastic water bottle waste as much as you might expect. In fact, global plastic use (especially plastic used to make disposable water bottles) is expected to rise by 4% by 2030. According to Ushma Pandya Mehta, microtrends are partly to blame.