Bottled water is set to outsell soda for the first time in the US in 2017, but of the 1,500 plastic bottles consumed every second, just 30% are recycled. Design-centric brand Soma offers an alternative in the form of reusable glass vessels for filtered water that are equal parts eco and luxury.

With more circular initiatives surfacing – from small start-ups to corporate strategies – not everybody is on the same page about what a circular economy entails. As global debates in academic, business and consumer circles heat up, will a zero-waste lifestyle move from a fringe movement to the mainstream?

Selected bars, restaurants, and cafes in London have joined the Refill initiative, which welcomes people asking for refills of their plastic water bottles with tap water. The scheme hopes to encourage brands and Londoners alike to do their part when it comes to curbing plastic usage.

From the gym bunny clutching her mineral water to the secret lemonade obsessive, Brits love their soft drinks. The market is massive; it’s valued at £15.6 billion in the UK alone. The first in a two-part series looks at our thirst for pure H20 and why we are keen on swigging premium drinks.