u1492637478_a_healthy_looking_Gen_Z_woman_drinking_flavored_w_7a9a94bf-47c7-4d84-92ec-8eb42986a005_3 Branding The Water Wars: Navigating Gen Z's Thirst for Authenticity In Brief The U.S. bottled water market is now valued at $47.4 billion and projected to reach $66.4 billion by 2030. The water category is experiencing a cultural shift. Gen Z isn't just buying water; they're buying values. Sustainability claims, brand transparency, and By Tobias Dahlberg • 10 min read
