The Coca-Cola Company has launched World Without Waste, a brand platform that will promote its plans to develop 100% recyclable packing and spearhead recycling behaviours globally.
The company vision launches following a rise in public awareness surrounding the detrimental environmental impact of single-use plastics.
Evian was one of the first brands to respond to the zeitgeist, pledging to overhaul its manufacturing processes to 100% recycled plastic by 2025, while Iceland has committed to eliminate plastic packaging from all its own-brand products.
Coca-Cola has promised to help collect and recycle a bottle or can for every container that it sells by 2030. It will also invest in developing 100% recyclable packaging and reducing the amount of plastic in its bottles, aiming to manufacture plastic containers with 50% recycled content by 2030.
Coke will launch a number of consumer awareness and educational campaigns via the new platform, taking the lead from ‘Love Story’, which it created with Ogilvy in August 2017.
The brand hopes the outcomes of the initiative will set a new global standard for beverage packaging, as part of its wider strategy to ‘grow with conscious’. The strategy will be activated in a wide range local communities across the world, where Coca-Cola plans to share best practices and help develop effective recycling methods to make sustainable waste disposable more accessible for everyone.
In the UK, the brand will sponsor litter clean-up events, invest in hi-tech recycling facilities such as the Lincolnshire-based Clean Tech plant and partner with organisations such as the WWF, Ocean Conservancy, Keep Britain Tidy and the Ellen MacArthur Foundation.
The brand has been a target of condemnation from Greenpeace, which has been tactically pressuring the conglomerate to reduce the amount of plastic it produces since January 2017. Despite the company’s apparent best intentions, the charity has slammed World Without Waste for concentrating on recycling and failing to include reduction targets on single-use plastics.
However the organisation said it welcomed Coke’s plans to increase the recycled content of its single-use plastic bottles from 7% to 50% globally by 2030.
James Quincey, president and chief executive of The Coca-Cola Company, is set to attend the World Economic Forum in Davos next week.
He said: “The world has a packaging problem – and, like all companies, we have a responsibility to help solve it. Through our World Without Waste vision, we are investing in our planet and our packaging to help make this problem a thing of the past.
“Companies like ours must be leaders. Consumers around the world care about our planet, and they want and expect companies to take action. That’s exactly what we’re going to do, and we invite others to join us on this critical journey.”