Live Positively, the 2009 Coca Cola Sustainability Review details the drinks company’s efforts in addressing the social, environmental and economic impacts of beverage manufacturing. Worldwide, the Coca Cola Company encompasses approximately 500 brands and over 3000 beverages, including four of the worlds’ top-selling non-alcoholic drinks.
Kids and Coke - Responsible Marketing to Children
In order to be successful, all companies need to attract customers however there is a wide ranging debate about the ethics of advertising products to children, particularly when the products are potentially harmful if misused. Coca Cola through their “Advertising and Marketing to Children Policy” report that the company does not market products to children under 12 years of age or show children consuming the company’s product or advertise in schools or other areas where children are absent from parental controls.
However, there is an opportunity for criticism of Coca Cola. While the company may not directly advertise to children, it sponsors youth programs and product placement in movies and television programs, such as American Idol, provides a vehicle for the company to make young people brand aware.
Coca Cola and Global Obesity Epidemic
Along with fast food retailers, soft drink manufacturers have faced criticism from community groups and the medical profession in relation to the calorie content of their products and the growing obesity trends seen worldwide. In Live Positively, the 2009 Sustainability Review, Coca Cola has addressed the obesity issue by making a statement that: “no single ingredient, food or beverage alone is responsible for overweight or obesity.”
Coca Cola’s statement however, is supported by action and the company has chosen consumer education as a mechanism to assist consumers to make appropriate lifestyle choices. Consumer education in relation to Coca Cola’s beverages is provided through packaging containing information on calorie contents and other nutrition information, including details of vitamins, minerals and sugar in products.
Other projects supported to address the global obesity epidemic and promote a healthy lifestyle include Apuntate a Jagur in Latin America which reaches around 240 schools across the region.
Charitable Contributions Total $82 Million – North America Benefits
Across the world, the charitable contributions of the Coca Cola Company totaled $82 million. Charitable contributions made by the Coca Cola Company include financial assistance and donation of products. Local community initiatives in North America were the biggest beneficiary from Coca Cola’s charity contributions, receiving approximately $25 million. North American initiatives as a whole received more than half of the charitable contributions made by Coca Cola.
Addressing Environmental Impacts of Beverage Manufacturing
The Coca Cola Company self-discloses that it is one of the largest purchasers worldwide of sugar, citrus, tea and coffee. The company does not disclose whether purchases are made from Fair Trade supply chains. Sustainable agriculture is encouraged and supported by Coca Cola with a current project in partnership with the World Wildlife Fund reviewing sustainable farming.
Another partnership entered into by The Coca Cola Company is with The Carbon Trust in the UK. The Carbon Trust is assisting Coca Cola to measure the carbon emissions of various beverages. In Japan, the sale of the Georgio Green Planet Café Au Lait beverage results in an offset of 1kg of carbon emissions, in 2009 an estimated 2,900 tons of carbon emissions will be offset.
Other projects to address the environmental impact of The Coca Cola Company’s operations include packaging innovations, reduction of reliance on diesel powered fleet vehicles and recycling of packaging programs.
In 2009, the World Environment Center recognised The Coca Cola Company’s efforts in providing safe drinking water by awarding Coca Cola, the WEC Gold Medal for International Corporate Achievement in Sustainable Development. The Replenish Africa Initiative is a $30 million commitment to provide safe drinking water to 2 million Africans and a similar initiative in Thailand is providing 49 million litres of clean water annually.
Workplace Inclusion – Coke Named One Of The Best To Work For
The Great Place to Work Institute has named The Coca Cola Company as one of the best companies to work for. Diversity in the workplace is valued by the Coca Cola Company, together with upholding all applicable legislation in relation to employment and human rights. The company is taking action to address the use of child labour in sugarcane production.
Live Positively, Coca Cola’s 2009 Sustainability Review has been prepared in accordance with the GRI G3 Guidelines. The Coca Cola Company is a member of the UN Global Compact and the sustainability review and associated online documentation is a communication on progress.
Sources
Live Positively 2008/2009 Sustainability Review – The Coca Cola Company
Adetunji, J “UK to follow US lead by allowing product placement on television,” Guardian, 14 September 2009
Tracey Lloyd - Based in Australia, Tracey Lloyd is experienced in management & strategic development of community projects and non-profit ...
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