Americans spent more money last year on bottled water than on ipods or movie tickets: $15 Billion. A journey into the economics--and psychology--of an unlikely business boom. And what it says about our culture of indulgence.

The largest bottled-water factory in North America is located on the outskirts of Hollis, Maine. In the back of the plant stretches the staging area for finished product: 24 million bottles of Poland Spring water. As far as the eye can see, there are double-stacked pallets packed with half-pint bottles, half-liters, liters, "Aquapods" for school lunches, and 2.5-gallon jugs for the refrigerator.

The growing number of consumers who identify themselves as "conscious" creates more opportunities for sustainable companies.

SocialFunds.com -- Companies who have jumped on the "green" bandwagon have to support their green marketing by improved transparency and verifiable environmental and sustainable products, according to the newly released "BBMG Conscious Consumer Report." BBMG, a marketing agency that specializes in working with socially minded organizations, found that consumers are becoming more conscious of the environmental and social impacts of the companies whose products they buy.

LEVERKUSEN, Germany, Nov. 20, 2007 -- Bayer has launched its Group-wide Climate Program, a multi-focus plan for reducing carbon emissions and protecting the environment.

Some initiatives, such as a concept for zero-emission buildings and the creation of stress-tolerant plants, have already begun. Others will be rolled out and run over the course of several years. Overall, Bayer plans to invest $1.46 billion in climate-related projects in the next three years.

"We are well aware that we are an emitter of greenhouse gases," said Chairman of the Board of Management of Bayer AG Werner Wenning. "That was why in the past we focused our attention on lowering CO2 emissions."

The other four are having quality products and services, a good financial track record, good management or leaders, and innovations, he told the Leaders in Dubai Business Forum 2007 yesterday.