Readers of my blog know that posting critical product reviews is not my thing, but this company appears to be perpetrating one of the most sophisticated healthy product cons I’ve seen in awhile.
This is textbook greenwashing and I’m compelled to expose it.
Humans are impressed by beautiful things, and the Soma water filter is certainly that.
Dubbed by many as a “Better Brita”, Soma describes their product as a beautifully innovative, sustainable water filter.
And at first glance, I have to admit, it is quite the attention getter.
The Soma boasts a german-engineered glass carafe, and a filter made entirely from biodegradable materials, including coconut shells, silk, and a plant-based casing instead of plastic.
$99 bucks gets you the Soma carafe and a 1 year supply of filters. The filters need replacing every two months at an eventual annual cost of about $78 per year.
And after baiting you with all of the eco-friendliness, they set the hook with charitable consciousness. A portion of the proceeds from every sale goes to charity:water (a personal favorite) to help install clean water wells around the world.
Exhibit A: Picture of a guy sporting a charity:water hoodie and t-shirt.
Soma was named one of “25 Companies That Will Change the World” by Inc. Magazine,
and the #1 Design Story of the Year by Fast Company in 2013.
And they raised $100,000 on kickstarter in 10 days.
With a quick google search you will find what appears to be every website on earth praising this product, including Tree Hugger, Techcrunch, Glamour and GQ, and bloggers galore, some of whom I have great respect for.
Ok well I guess that about sums it up, this might just be the perfect product,
a healthy hipster must-have.
But I feel like I’m forgetting something…
Oh yeah, so how well does the filter work?
Employees scatter… Crickets chirp… A tumbleweed rolls by…
Apparently it doesn’t.
In fact I’m not sure what even qualifies this as a “water filter”, as it doesn’t appear to filter out anything.
If you’ve done any research on water filters, you may have noticed that a major selling point of a water filter is its ability to remove contaminants from your drinking water, and of course most water filter companies tout the degree to which their filters are able to do that.
But not Soma.
They make absolutely no claims that their “filter” filters out anything, choosing instead to seduce you with sexy curves and global consciousness. See for yourself.
On this page Soma states that “chlorine is carcinogenic and toxic,” implying that you really should filter your water.
I agree with that statement.
The product description page says, “Proven to reduce aesthetic chlorine, taste and odor.”
Ok they mention reducing chlorine, but the precursor “aesthetic” seems a bit odd…
Then on their FAQ page they answer the question, “What does the Soma filter out?”
With this: “The Water Quality association (WQA) tested Soma to NSF/ANSI Standard 42 requirements for materials safety, and chlorine taste and odor reduction.”
That’s it. That’s all it says.
The Soma was tested for using safe non-toxic materials, and for its ability to reduce the taste and odor of chlorine, aka “aesthetic chlorine”, but notice two things:
1) They fail to mention how well it did in that test, only that it was tested.
2) They are not claiming to actually reduce any measurable amount of chlorine (or anything else)
from your drinking water, only the smell and taste.
So it’s essentially a water deodorizer. aka Total Imposter.
Soma is to clean water what Healthy Choice cookies are to health food.
Also I can’t help but find it strangely ironic that they chose the name Soma, which was the name of the drug in Brave New World given to the population to keep them passive and docile. And there’s a chemical added to our drinking water which does just that.
USAF Major George R. Jordan testified before Un-American Activity committees of Congress in the 1950’s that the Soviets openly admitted to “Using the fluoride in the water supplies in their concentration camps, to make the prisoners stupid, docile, and subservient.”
Fluoride is also an ingredient in both PROZAC (FLUoxetene Hydrochloride) and Sarin nerve gas (Isopropyl-Methyl-Phosphoryl FLUoride).
Oh, and fluoride destroys your pineal gland, and your thyroid, and causes a host of other problems in the body.
If you want to go further down that rabbit hole, read this post:
How a toxic poison ended up in our water supply
So yeah, chlorine and fluoride are super bad, but there’s a lot more to be concerned about.
Mercury, lead, aluminum, cadmium, chromium 6, copper, arsenic, viruses, bacteria, parasites, toxic chemical fertilizers like glyphosate and atrazine, and antibiotics from the meat and dairy industry have polluted our ground water, rain water and tap water. These are serious contaminants that are literally making people sick and causing cancer.
Earth to Soma, do you copy?
I appreciate the spirit of what you’re trying to do. Really I do. But in the grand scheme of things, making our drinking water taste and smell a little less like chlorine is really not helping people or the planet.
I sincerely hope you figure out how to make an eco-friendly and effective water filter. That would be amazing. But for the time being, the product you are selling right now is, in my opinion, worthless. All form, and no function.
Thinking about the fact that people are buying Soma filters under the false pretense that it is removing contaminants and improving the purity of their drinking water makes me one frustrated fellow. It is unconscionable. And that is why I stayed up past my bedtime to write this. Only people who know me know how big a deal that is!
To my readers, water is a critical element of life, without it you die. But we live in a toxic world, so it is imperative that you purify your drinking water.
I recommend investing in a system that actually does that. The sad reality is that most water filters are pretty lousy and filter out very little. So do your research.
Reverse osmosis systems are also excellent water purification systems, but like distillation, they strip everything out, so it’s a good idea to remineralize the water before drinking RO water.
I also use a Showerwise shower filter.
Here’s to truly clean water.
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