A recent study by Leaf Home™ reveals that despite widespread concern over tap water contaminants, 63% of Americans have never tested their drinking water, leading to a surge in bottled water consumption and a pioneering initiative for free water testing in partnership with Nextdoor.
In an era where environmental concerns are increasingly coming to the forefront of public consciousness, the quality of drinking water has emerged as a pressing issue for many American households. A recent study conducted by Leaf Home™ has thrown light on stark realities about Americans’ perceptions and habits concerning their drinking water. Despite a widespread acknowledgment of potential contaminants as a primary concern, a surprising 63% of the population admit they have never tested their drinking water. This dissonance between concern and action is further underscored by a notable uptick in bottled water consumption, which has surged by nearly 20% since 2022.
The study also reveals a reliance on subjective indicators such as taste, appearance, and smell to gauge water safety, sidelining more insidious threats like microplastics and forever chemicals—also known as PFAs. These contaminants, which are difficult to eliminate through traditional filtration methods, have been silently infiltrating 60% of U.S. tap water, unbeknownst to a large swathe of the American populace. Only a meager 13% and 17% of Americans are informed about forever chemicals and microplastics, respectively.
In response to this alarming gap in public awareness and knowledge, Leaf Home™ has partnered with Nextdoor, the neighborhood network, on a pioneering initiative aimed at amplifying the dialogue around drinking water safety. As part of a multi-city campaign leading up to National Drinking Water Week in May, free water testing will be rolled out in select cities, including Tampa, Houston, Cleveland, and Detroit. Residents will not only have access to free in-home and public location testing but will also be encouraged to share their findings on the Nextdoor app. This initiative is expected to foster a community-driven approach to understanding local tap water conditions and, by extension, catalyze a shift towards healthier living environments.
Jon Bostock, CEO at Leaf Home, articulates the paradox in how Americans approach their drinking water concerns vis-à-vis their actions. The study, as he points out, highlights a significant blind spot in consumer behavior—widespread ignorance about the threats lurking in their tap water, a void that is partly due to the inefficacy of traditional water filtration methods against certain chemicals.
The key findings of the report paint a comprehensive picture of the prevailing attitudes and perceptions regarding tap water across the United States. While contaminants, hard water, taste, and chlorine are identified as top concerns, the majority of households resort to bottled water, refrigerator filters, and pitcher-style filtration as their go-to solutions. Astonishingly, a third of Americans either believe no viable solutions exist for improving water quality or remain clueless about the steps they can take.
Leaf Home™ and Nextdoor’s collaborative venture underscores a critical move towards bridging the knowledge gap on water quality and safety. By leveraging Nextdoor’s extensive network, where 95% of members are key household decision-makers, the partnership is uniquely positioned to disseminate information about filtered water solutions effectively.
This collaboration marks a significant step forward in the journey towards ensuring safer, cleaner drinking water for all, at a time when environmental issues are more pressing than ever. It not only aligns with Leaf Home’s™ ethos of enhancing home safety and comfort but also resonates with Nextdoor’s mission of fostering a more connected and informed community. As America grapples with the complexities of water safety, initiatives like these are quintessential in paving the way for a healthier future.
