You may have heard recently that Perrier’s fizz has gone flat overseas. Parent company Nestlé Waters is facing a major environmental scandal after investigative reports revealed years of illegal waste dumping at its bottling sites, including massive landfills filled with plastic, debris, and even vehicle parts. To make matters worse, microplastics were found in local water sources, raising concerns about pollution and health risks. All from a company whose success relies on selling water that’s marketed as pure and natural.
As a result, Perrier’s sales have plunged 23% compared to last year, while bottled mineral water sales by competitor brands are staying steady. The reason is crystal clear: consumers feel misled. Claiming the waste “came before us” doesn’t hold water (pun intended) in a world that expects brands to act responsibly. And when a company promises purity but delivers environmental harm, trust quickly fades. The damage could have been avoided if Nestlé had walked the talk: by sticking to its green values, enforcing real environmental safeguards, and being transparent from the start.
There is a critical “bonus” lesson also at play here: today’s consumers aren’t just buying a product … they’re buying into values. Customers want to feel good about what they drink, wear, or support. And when those values aren’t met, loyalty dries up.
Here are a few thought starters you can discuss at your next team meeting to help your leaders and team see whether your business is ready to handle a crisis:
Discussion Questions:
- What would you do if the core promise you’ve built your brand on was suddenly in question?
- What steps can you take today to help ensure your business lives its values?
- How could you rebuild customer’s trust in your brand’s values if a crisis shakes confidence in them?
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
Looking for more fresh insights? Crisis of the Month is a no-fluff Substack that breaks down real-world crises and what they teach us about leadership, communication, and damage control. Whether you’re in comms, ops, or just crisis-curious, this is your monthly guide to what went wrong — and how to do it better. Sign up today!
