Coca-Cola invests marketing budget in global recycling scheme

Rosie Baker
By Rosie Baker | 22 January 2018

Coca-Cola has laid out plans to invest some of its marketing budget in packaging and recycling schemes to  tackle the volume of plastic packaging it creates and how it is recycled.

Coke plans to recycle one can or bottle for every one it sells by 2030 - a 100% goal.

The global initiative will have a big impact on the way its packaging is designed and made, and how it encourages consumers to recycle the packaging after use. It wants 100% of its packaging to be recyclable through things like reducing the plastic in bottles, developing plant-based resins. It also hopes to make 50% of its bottles from recycled materials.

It’s estimated the the US alone uses 50 billion plastic water bottles a year.

The World Without Waste initiative was revealed over the weekend. In a statement it says: “The Company is investing its marketing dollars and skills behind this 100% collection goal to help people understand what, how and where to recycle.” 

“The world has a packaging problem – and, like all companies, we have a responsibility to help solve it,” said James Quincey, president and CEO of The Coca-Cola Company.

“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.”

It will work with existing community and industry schemes for recycling, and will also invest in the collection and recycling of packaging created by rival firms, which means not only will it be recycling its own bottles and cans, but those from the likes of PepsiCo.

“Bottles and cans shouldn’t harm our planet, and a litter-free world is possible,” Quincey said.

“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.”

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