Modern Sustainable Water™, we’re not just addressing one problem—we’re tackling two critical challenges: environmental waste from single-use plastics and health risks posed by traditional reusable water bottles.
The Environmental Problem
The world is drowning in waste from single-use plastic bottles and aluminum cans. In the United States alone, over 96 billion aluminum cans are produced and sold annually—roughly 287 cans per person Link (2024). Add to this the staggering 70 billion single-use plastic bottles produced every year Link (2023), and it’s clear that our consumption habits are unsustainable.
Recycling is not the solution
Only 45.2% of aluminum cans are recycled. Link (2024), and just 29% of single-use PET bottles are recycled Link (2022). The remaining waste—52.6 billion aluminum cans and 49.7 billion plastic bottles—is discarded into landfills, oceans, or incinerated, polluting our environment on a massive scale. The circular economy we need is far from a reality, and we cannot recycle our way out of this.
The Single-Use Market Grows as Reusable Solutions Fall Short.
But why are consumers reluctant to adopt reusable products? While environmental impact and health risks only agitate the issue, they are not the primary reasons consumers avoid switching to reusable options.
We believe the Core Issue lies in the lack of innovation in the reusable market. Over the past few decades, innovations have been incremental at best, offering only slight variations of what already exists. Reusable bottles are either a mere reflection of what currently exists or swung too far in the opposite direction—introducing overly complex products that fail in terms of practicality, convenience, ease of use, cleaning, and even accessibility.
Consumers are not just looking for sustainability—they want a product that seamlessly
fits into their lives. Yet, many reusable bottles have added layers of complexity with
features like charging ports and batteries, which further discourages adoption.
The Health Problem.
In a study conducted by Modern Sustainable Water, we tested 20 reusable bottles made from Stainless Steel and Aluminum with Plastic and Silicone components under real-world conditions Link. Our results showed the release, to varying extents, of Inorganic Elements from all 20 bottles. Substances like Bisphenol-A Link, Aluminum Link, StrontiumLink, Molybdenum Link, and Chromium Link were found, with the highest concentrations being Calcium Link, PotassiumLink, MagnesiumLink, and Sodium Link. Toxic Elements, including Lead Link, Cadmium Link, NickelLink, and Antimony Link, were also detected.
These toxic and inorganic elements cause various health issues, including developmental issues in children, adult brain/kidney damage, bone demineralization, increased cancer risk, skin allergies, respiratory issues, gastrointestinal cancers, fertility problems, low testosterone, Alzheimer's disease, and more.
During its initial months, Modern Sustainable Water, Inc. collected this kind of data, which solidified the notion that a new product concept needed to be introduced to address these health concerns.
Why Current Solutions Aren’t Enough.
The core issue lies in the materials. Reusable bottles made of stainless steel, aluminum, or plastic may avoid the environmental impact of single-use plastics, but they introduce new dangers through toxic leaching. Consumers are unknowingly exposing themselves to hazardous chemicals while trying to make sustainable choices.
We Need a New Approach.
This dual crisis—environmental waste from single-use products and health risks from traditional reusable bottles—requires a fundamental shift in how we think about sustainability and convenience.
At Modern Sustainable Water™, we’ve set out to redefine the reusable water bottle industry with our (Open-End-Use) Link concept, combining biodegradable materials with sophisticated, safe design.
By tackling both the environmental and health issues head-on, Modern Sustainable Water, Inc. is laying the foundation for a truly sustainable and safe future in water consumption and creating a product that is good for the planet, beneficial for human health, and easy and desirable to use.
Modern Sustainable Water, Inc.
HQ|37.4419 °N, -122.1430 °W
Branden Maurin, Founder & CEO
