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The nonprofit Environmental Working Group just released an update to its Tap Water Database, finding that nearly half of the American population is drinking water containing PFAS, otherwise known as forever chemicals. The EWG is a research advocacy group dedicated to monitoring agricultural subsidies, toxic chemicals, and drinking water pollutants. It’s been creating a Tap Water Database for nearly two decades, with the last report issued in 2021. To create its latest database, the EWG audited water quality data from nearly 50,000 American water systems between 2021 and 2023. It identified 324 contaminantslike nitrate, arsenic, and disinfection byproductsin drinking water across the country, with detectable levels in almost all community water systems. In many cases, the report notes, these detectable levels fall below the legal limits set by the Environmental Protection Agency, but they nevertheless exceed the health-based standards established by the EWG itself. And, despite recent federal efforts to regulate PFAS in tap water, the group found that a large portion of Americans are consuming forever chemicals on a daily basis. “The reason we publish this database is so people are aware that, one, there are contaminants in their drinking water, and two, even at perfectly legal limits, in most cases contaminants are present at concentrations that are linked to health harm,” says Sydney Evans, senior science analyst at the EWG. What are the forever chemicals in tap water? PFAS, or perfluoroalkyl and polyfluoroalkyl substances, are a class of synthetic chemicals commonly used in consumer goods like nonstick pans and stain resistant fabrics. In recent years, PFAS have been linked to increased risk of cancer, developmental delays, decreased fertility, and other health impacts. To make matters worse, these chemicals are persistent: They last for thousands of years at a time, are difficult to destroy, and are already present in the blood of most Americans. Last April, the EPA finalized the first-ever federal limits on six types of PFAS in drinking water. As The Conversation noted at the time, The limits . . . are less than a drop of water in a thousand Olympic-sized swimming pools, which speaks to the chemicals toxicity. Public water systems have until 2027 to complete monitoring for PFAS, and removing them is a laborious process thats expected to require billions of dollars each year. As of right now, the EWG found, PFAS are present in the drinking water of over 143 million Americans. Overall, the concentration of PFOS in the national water supply has risen over time: While the EWG’s 2021 Tap Water Database showed PFOS in 28 states (929 utilities, serving 28 million people), it’s now in 45 states (4,486 utilities, serving 104 million people.) These numbers are expected to increase as testing continues. The more that we test for PFAS, the more places that were finding it, Tasha Stoiber, a senior scientist at EWG, told the publication Heatmap. Its being addressed in a patchwork way. How can I test and filter my water? The fate of PFAS regulation in tap water is now relatively murky, given that several of President Donald Trumps recent EPA appointees have a history of opposing PFAS regulations. In addition, the conservative Project 2025 agenda includes language that appears to call for fewer chemical regulations. “As a result of the new administration, a lot of these drinking water protections are under threat,” Evans says. “There’s potential that [the federal PFAS] limits could be raised, or that [the regulations] could be pulled back, which we think would be a huge step backward for such a big win that we’ve seen for environmental health over the past few years.” While systemic change will require continued federal intervention, there are a few steps that individuals can take to make sure their water is safe. To start, the EWGs Tap Water Database allows users to search by local water system to discover any reported contaminants, and the site will recommend an appropriate water filter based on the results. The EWG has also tested a number of water filters to suggest the best options for removing PFAS. Filters using activated carbon, ion exchange resin, and reverse osmosis are all potential options that have shown to be effective. Ultimately though, Evans says, the responsibility for PFAS should rest with the systems that create and regulate them, not with everyday Americans. “It shouldn’t be on the individual to guarantee that their drinking water is safe,” she says.
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E-Commerce
In January 2022, when my book The Success Factor was published, I hosted a virtual book launch party. It was a celebration that brought together friends, family, and some of the high achievers I had interviewed for the bookastronauts, Nobel Prize winners, Olympians, and more. Just before the event, one of the astronauts texted me with an unexpected question: Will [a prominent physician-scientist at the forefront of the COVID-19 pandemic] be there? I chuckled and responded, Omicron just hit; I think hes a bit busy dealing with that right now. But this Nobel Prize winner will be there. The astronauts reply floored me: Wow, a Nobel Prize winner? Now thats a high achiever. I was baffled. This was coming from an astronautsomeone whod gone to space, which only a select few will ever achieve. When I later shared this exchange with the Nobel Prize winner, he wasnt surprised. I know most of the other Nobel Prize winners in the sciences, he said casually. Its a small world. We see each other often. To him, being a Nobel laureate, while extraordinary to the rest of us, was simply normal in his sphere. The same was true for the astronaut. For him, being surrounded by other astronauts had normalized what is objectively an extraordinary achievement. This experience revealed a profound truth: our baseline for what we consider normal is shaped by the people around us. The rising baseline effect: redefining normal When everyone in your immediate circle has a doctorate, it can feel like an expectation rather than an extraordinary accomplishment. Yet, less than 2% of the worlds population holds a terminal degree. This phenomenon, where we normalize exceptional achievements, is what I call the rising baseline effect. If you want to elevate our own standards and achievements, you need to surround yourself with high achievers. Now, this doesnt mean you must accomplish what they have, but being in their orbit can shift your perspective on what’s possible and lets you imagine yourself achieving more. The spillover effect: proximity to excellence Even if you dont mirror the accomplishments of those around you, research shows that close proximity to high performers can positively impact your own performance. This phenomenon, known as the spillover effect, underscores the power of your environment. Its not just your five closest friends who influence your character. A study found that employees sitting within a 25-foot radius of high performers experienced a 15% boost in productivity. High achievers radiate curiosity, innovation, and motivationqualities that ripple and touch colleagues nearby. The danger of the toxic employee Unfortunately, the proximity principle also applies to underachievers. A single toxic employee can infect their organization with their negativity. And they often have a much bigger influence than their high performing peers. Their behaviors, less than stellar output, and pessimistic views can diminish productivity, disintegrate morale, and stifle innovation across teams. This is why its not enough to add high achievers to your circle. Its also important to minimize your exposure to toxic individuals How to build a high-achieving network If you want to intentionally curate a network that elevates your baseline and leverages the spillover effect, consider these steps: Identify and engage with high performersSeek out opportunities to connect with people who excel in their fields. Attend industry conferences, join professional groups, and engage with thought leaders on platforms like LinkedIn. By starting to engage and emulate their mindset, youll start to move closer into the circle of high achievers . Learn through observationHigh achievers often model behaviors and mindsets that lead to success. Pay attention to their mindsets, decision-making processes, and ways of thinking. When you adopt even a fraction of their approach, it can create significant improvements in your own performance. Just by taking action, you are doing what most wont. Embrace mentorshipYou dont need to be in the same room as Nobel Prize winners or astronauts to benefit from the rising baseline effect. Surround yourself with peers and mentors who challenge and inspire you, and reciprocate by sharing your own knowledge and expertise. Eliminate toxicityBe vigilant about the influence of negativity in your network. Limit interactions with individuals who drain your energy or stifle your growth, and prioritize relationships that uplift and inspire. If they enter the break room when youre there, give yourself permission to leave. If they want to stop by your office to chat, tell them youre preparing for a meeting. Give them a reason to leave. Elevating your normal By intentionally surrounding yourself with high achievers, you can recalibrate your baseline for whats possible. Whether its in the workplace or your personal lives, the people you spend time with profoundly shape your mindset, aspirations, and ultimately your outcomes. Remember, you dont achieve success in isolation. You nurture it in environments that challenge you to aim higher, dream bigger, and perform better. So, choose your inner circle wisely. Your future self will thank you.
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E-Commerce
For some time, meme coins have occupied a peculiar space in online culture. While there are people who have struck it rich trading these joke-based cryptocurrencies, the landscape is riddled with scams, rug pulls, and market manipulation. Beneath the fun, there are systemic issues that demand attention. Crypto coins are often cons. And now theyre a matter of life and death. Streamer MistaFuccYou died by suicide on an X livestream after allegedly losing his last $500 to a meme coin scam. In a desperate bid for attention, he played Russian roulette on camera, seemingly to promote his own meme coin. His final post on X read: Before you crash out and throw your life away ask your self [if] it really matters.” Reports suggest the entire incidenthis financial loss, the deadly stuntmay have been part of an extreme marketing ploy for another crypto coin that spiraled out of control. Regardless of intent, the aftermath was chilling. Within minutes of his death, crypto tokens bearing his name were launched, their value spiking before an inevitable crash. Opportunistic traders saw a chance to cash in on tragedy, mirroring the same exploitative cycle that may have led to his demise. The crypto sector, already battling a reputation for scams, now faces an even darker association: the human cost of financial manipulation. While cryptocurrency is often touted as an alternative to traditional banking, meme coinsdesigned for viral hype rather than real utilityare particularly prone to fraud. Rug pulls lure in investors, artificially inflate prices, and then leave them bankrupt when creators cash out and vanish. Yet, despite mounting concerns, crypto continues to gain political backing. President Donald Trump has positioned himself as a champion of digital currencies, picking venture capitalist David Sacks as his crypto czar and appointing Paul Atkins, a pro-crypto advocate, to lead the Securities and Exchange Commission. These moves signal growing legitimacy for the industry, even as financial regulators in the U.S. and U.K. warn that meme coin investors risk losing everything. Meme coins have long been dismissed as harmless fun, a gamified entry point into crypto speculation. But the reality is starker. Theyre not just vehicles for financial losstheyre now entangled with life-or-death consequences.
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E-Commerce
Since its launch in 2018, Olipop has been a bit of a Cinderella story in the oft-unforgiving beverage game. The prebiotic, fiber-laden soda designed to be healthier than the category classics is currently thriving: It just closed a $50 million Series C and announced a $1.85 billion valuation. Last year, it surpassed $400 million in revenue. Its reps cite it as the No. 1 nonalcoholic brand in dollar and unit growth, outpacing legacy giants like Coca-Cola, Dr. Pepper, and Red Bull. Its now sold in nearly 50,000 stores and is even outselling Coke at one major national retailer (though they wont disclose which one, per that retailers regulations). Which is all to say: Theres no way cofounder and CEO Ben Goodwin still formulates all of the brands cult-fave flavors in his laundry room himself, as he did back in the day. . . . Right? People would be shocked. Established flavor chemists, if they walked into my little laundry room lab, their heads would explode, he says with a laugh. I have my own kind of differentiated way that I approach formulation. And from there, it’s all about my nose and its about my senses and my vision for the formula. And it’s all I need. In lieu of Cinderella, Goodwin has been described as the Willy Wonka of soda. And, well, that tracks. [Photo: Olipop] Oli and Microbiology Goodwin grew up in Monterey, California, in a low-income family with food instability and food insecurity. As a result, he says he suffered from weight issues and anxietybut he realized at 14 that better health would yield a better life in the long run. So, he actively pursued just that through a variety of means, notably nutrition and adopting a vegetarian diet. Ben Goodwin [Photo: Olipop] It was a very powerful interpersonal awakening for me [that] also affected my emotional stability, my cognitive function, he says. It was like a paradigm shift for me as a person, and it’s also part of what then led me to have this really deep passion about how poor nutrition and poor health outcomes can undermine society’s well-being on all levels at scale. Goodwin went on to study environmental science in college, but didnt want to emerge saddled with debt. After reading about successful entrepreneurs, he dropped out of college in the early 2000s. He says he felt drawn to the beverage industry, and went to help out a friend who had launched Kombucha Botanica . And thats when he began to go down the rabbit hole of microbiomes. The connectivity occurred for me of, Oh, wow, this is probably what I activated as I went through my own nutritional journeyand so that really then became the center of my focus. After a few years at the company, he spent half a decade freelancing in product development, but eventually found himself pulled back to the beverage industry. He took what he had learned about fermentation at Kombucha Botanica and worked with a microbiologist to develop Obi Probiotic Soda, which was made from non-dairy kefir. He realized he could go the natural product route, or he could meet soda customers where they truly were in the mainstream and think biggersomething that would prove critical for Olipop down the line. [Soda] is arguably the most deleterious nonalcoholic drink in all of human history, he says. So, if I want to make the most impact, here’s where I can make the most impact. He met ex-Diageo innovation head David Lester as he was working on the product, and the two launched Obi together in 2013. The brand eventually folded a few years later due to what Goodwin dubbed partnership issues on the investor side, but the pair had witnessed something critical: potential. We learned that there was a real opportunity here around this healthy soda concept, he says. When Obi came to its conclusion in late 2016, my passion for the mission was not only not diminishedit was actually enhanced. [Photo: Olipop] A Sodastream and a Dream After Obi folded, Goodwin says he and Lester took $100,000 they had made from the brand and immediately went back into the soda game. For Goodwin, that meant formulating. He was focused on fiber, prebiotics, and nutritional diversityand, of course, flavor. From a makeshift lab in his California kitchen, he started working on the first three Olipop varieties: Cinnamon Cola, Strawberry Vanilla, and Ginger Lemon. The first was the most soda-like, but while cola traditionally contains cinnamon, people assumed it would be spicyso they changed the name to Vintage Cola, which Olipop drinkers know today. Ginger Lemon, meanwhile, was intended for health-focused kombucha consumers, and Strawberry Vanilla was an innovation test flavor inspired by one of Goodwins favorite candies as a kid. Goodwin still formulates flavors much the same way today, despite running a company worth billions of dollars. He is the chief formulator, and his lab is now in the laundry room of his Washington-state home by virtue of convenience. Theres a sink, and he can put a metal table in there. Its an otherwise deceptively simple rig consisting of a couple scales, a Vitamix, pipettes and measuring devices, and a Sodastram. [At our headquarters] we’ve got a much more sophisticated setup with an Alpha MOS mass spectrometer and all that kind of stuff. But when I’m in what I would call the artistic phase, I don’t want any of that stuff interfering with my process. He says he knew he had a knack for formulating back at Obi, and enters a flow state when hes working. He spends a lot of time up front thinking about the architecture of the flavor he wants to create: Whats the story he wants it to tell? Whats the mouth-feel? The acidity? The resolution as you drink it? Critically, he says he always tries to create something that has a nostalgic anchor, but is innovative and ownable at the same time. As the flavor progresses, he breaks out a yellow legal pad to jot down his formulas. He has cupboards filled with these notebooksin total, he has created more than 50 flavors over the past seven years, and has brought 22 of them to the market, including favorites like Crisp Apple, Tropical Punch, Cherry Cola, and Cream Soda. Olipop’s flavors have the essence of traditional soda drinks, but they don’t taste exactly like a Coca-Cola or a Dr. Pepper. Rather, they look to channel a similar vibe using sweeteners like stevia, cassava syrup, and fruit, alongside botanicals, plant fiber, and prebiotics (the stuff that feeds the good bacteria in your stomach). Something I love about formulating: It’s a proper blending of science and art. And I’m still growing as a formulator every time I formulate, he says. I take craftsmanship extremely seriously, and it’s like the formulas that I create have the least distance between me and the Olipop customer of anything I will ever do. It is my most direct and unfiltered communication tool. [Photo: Olipop] Olipops can design is perhaps the ultimate mirror to his formulation strategy. Its clean, thanks to the brand name set in the Ano typeface and the accompanying minimalist illustrations; its warm and nostalgic, owing to each flavor name set in the friendly Windsor; and ultimately it harkens back to a more innocent time when we didnt know traditional soda was terrible for us. (As for the healthiness of Olipop and its competitors, with fewer calories and added sugars than traditional soda, and no high-fructose corn syrup to speak of, they’re indeed a healthier choice than cracking a Coke. But the Cleveland Clinic and others have written that while they can be a good occasional supplement, it’s still best to get prebiotic fibers naturally from eating whole foods.) [Photo: Olipop] Olipop pops off When Goodwin and Lester were trying to get Olipop off the ground, they approached the distributor Dairy Delivery, which Goodwin says agreed to launch the brand if they could get 100 stores on board. Olipop managed to net 40 or 50 accounts, and Dairy Delivery got them into some small chains in Northern California. Goodwin says Olipop has always had robust organic traction, experiencing triple-digit growth every year since launching in 2018; 2020 was particularly critical, with 960% growth. Influencers and TikTok played a big role, and at a time when the world receded from groceries, Olipops in-store sales were strong, indicating people were picking it up as an essential item in their strategic grocery runs. The companys DTC sales (which today account for less than 5% of the business) were an added bonus on top of it all. That was actually my first clue that something really different was happening with this brand than what is even remotely typical, Goodwin says of Olipop’s COVID-era sales surge. Olipop has a lot of flavors compared to most bev brands. While Crisp Apple is the company’s top seller, Goodwin says none of the brand’s kaleidoscopic cans have ever really been a failure, so Olipop walks a careful line of skew effectiveness and the right cadence of novelty. It’s a great problem to have, but it does add to the complexity in terms of what choices we make, he says. It’s always a tension between supply chain going, Guys, you’ve got enough SKUs, you’re going to kill us, and sales saying, We want more SKUs, we want to go sell more product. Of course, the behemoth brands have been watching. What does he make of Coke joining the category last week with the launch of Simply Pop, with Pepsi also reportedly prepping its own response? I gotta tell you, there is kind of no bigger compliment, Goodwin says. Back in 2010, [I said], I think this is important. I wonder how this will do. And now in 2025 to have the biggest soda brands in all of human history decide that they agree, putting their money where their mouth is and launching products . . . it’s incredible.
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E-Commerce
The new Netflix series Running Point stars Kate Hudson as president of a fictional pro basketball team, the Los Angeles Waves. And the Pepperdine Waves have a problem with it. Attorneys for Pepperdine University in Malibu have filed a lawsuit against the streaming service and Warner Bros. Entertainment arguing they have taken valuable intellectual property from the school and infringed on its trademark ahead of the show’s premiere today. Attorneys for the University claim the fictional team’s branding is too similar to its own, and that it uses the same blue and orange team colors and mascot. They argue this will create consumer confusion and falsely suggest a link between Running Point and the university. There’s an added layer to Pepperdine’s argument. The school, a Christian university, isn’t happy with details from the show they say don’t align with their values. Noting examples of substance use and profanity in the show’s trailer that go against the school’s code of conduct, attorneys argue they’re misrepresentations of Pepperdines marks in connection with topics wholly inconsistent with its values and will harm its reputation. From top: Scenes from Running Point; Pepperdine University branding [Photos: Kat Marcinowski/Netflix 2024 (top), Pepperdine University (bottom)] Litigating fiction vs. real life At the heart of the dispute is whether a work of fiction can use names from real life. Courts have historically resolved litigation between First Amendment freedoms and trademark infringement via the Rogers test, named after actress Ginger Rogers, who sued over a film called Ginger and Fred that depicted fictional performers seemingly inspired by Rogers and her on-screen partner Fred Astaire. A 1989 ruling in the case found that use of a celebrity’s name in the title of an expressive work is fine if it doesn’t inaccurately claim that a celebrity sponsors or endorses the work and isn’t explicitly misleading. Applied to the Pepperdine suit, the Rogers test might find the use of the Waves team name is fine for Netflix and Warner Bros. since the show doesn’t imply a connection to or endorsement from the university, and the storyline has nothing to do with an elite, private college in Malibu. I am no fan of these types of lawsuits because I dont think consumers will be confused in a way that damages Pepperdine, Kevin Greene, a law professor at Southwestern Law School in Los Angeles who specializes in entertainment and intellectual property law, tells Fast Company. He says several years ago, a case like Pepperdine’s “probably wouldn’t go anywhere,” but a 2023 Supreme Court infringement case ruling potentially threw the limits of the Rogers test into question. In the case, Jack Daniel’s alleged a dog toy made in the shape of its whiskey bottle infringed on its trademark. The court ruled in favor of the liquor company. Blue waves in California? Netflix says it’s not so notable Attorneys for Netflix wrote in an opposition filing that the series “has nothing to do with universities or college sports, and never mentions or alludes to Pepperdine. They say the show was in fact written with Jeanie Buss, daughter of the late Lakers owner Jerry Buss, in mind. Pointing to other Southern California teams that also have wave mascots, including a hockey club, cricket club, and flag football club, the attorneys say “hundreds of wave-related marks exist.” The Waves team name, according to Netflix, is instead a nod to the Lakers. The Waves name evokes the LA area in which the fictional team plays, they wrote. In naming the ‘LA Waves,’ the creators did not believe it would cause confusion, as there is no major pro sports team with the name. As for the similar blue-and-orange color palettes for the real-life and fictional teams, attorneys for Netflix lean on color theory to defend the show’s choices. Waves are blue in real life, so the idea of a blue wave is common, they wrote, and since orange is at the other end of the color wheel, it complements and contrasts blue. A court will now weigh in on the Waves fate, and considering the unsettled nature of the Rogers test, whatever they decided could have a ripple effect.
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E-Commerce
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