Not all water is equally viable for human optimization.

It’s an interesting statement, certainly true in some regards. But the comparison here wasn’t between potable water and stormwater runoff or untreated river water. It was between tap water and living — or ionized — water. Apparently pH balancing isn’t just for deodorant; it’s for anyone gullible enough to believe bogus health claims based on dubious “scientific studies.”

But I’d bet more people have heard of ionized water than have any real understanding of how you treat your water. How many of your customers do you think use Facebook and Instagram? And how many of those people do you think get more information about water from social media than from your outreach efforts?

Sadly, the answer is probably most of them. Even more disappointing, the wealth of “information” circulating on social media is mostly erroneous and in many cases disrespectful to the work you do for your communities. 

Much of it has no basis in reality, certainly not in science. It often falls under the wellness umbrella, but more the Gwyneth Paltrow get-stung-by-bees and go-on-a-goat-milk-cleanse sort of wellness rather than proper health advice. 

One poor Instagrammer I came across was complaining because a recipe called for water and didn’t explain what type of water, whether living, structured, medical-grade alkaline — so many options. I can’t even write that without my eyes rolling.

The upside is that people want to be healthy. The downside includes unnecessary expense, reduced revenue, a lack of appreciation for your services and a lot of extra plastic bottles filling landfills and the landscape.

Back to that upside. People want to be healthy. Most also appreciate saving money. And while you can’t start making bogus health claims — hello living water — you can make sure your customers know you’re providing a clean, quality product at a great value. It’s old news to people in the industry, but many of the people you serve apparently need a reminder.

Here’s another statement: “In the vast majority of places, tap water should be avoided at all costs.” Again, this isn’t talking about the water systems in some developing countries. The statement was made about our water here in the U.S. It’s maddening.

Whether you’re drawing from surface water or a well, your finished product meets standards. It is not filled with toxic chemicals as the wellness community often claims. 

You have plenty on your plates without having to orchestrate media campaigns justifying the good work you do. Still, it seems more important than ever to spread the word and make people aware of what you do, how you do it and the incredible value it has to them.

If you need examples of utilities effectively engaging their communities, take a look at Louisville Water and Denver Water. They’re doing it at a high level. The more people who understand, the better off you’ll be.

Enjoy this month’s issue.