December 9, 2024 – Coca-Cola Faces Backlash Over Shifting Environmental Commitments
Global beverage giant Coca-Cola has recently come under fire from environmental activists, who have labeled the company a “greenwasher” amid allegations that it has quietly abandoned its previous goal of achieving 25% reusable packaging by 2030. This accusation has sparked widespread public doubt about the authenticity of Coca-Cola’s environmental pledges.
Coca-Cola, which has previously been in the spotlight for its plastic waste pollution, was identified as one of the world’s most polluting brands. In February 2022, the company publicly committed to packaging 25% of its beverages in reusable or recyclable glass bottles, plastic bottles, or through specific beverage dispensers selling refillable containers. However, during the Global Plastic Treaty Summit in Busan, South Korea, in November 2024, it was revealed that Coca-Cola had discreetly removed the detailed contents of this commitment from its official website and stopped mentioning specific targets for reusable packaging, according to Color Masterbatch Industry News.
Instead, the company now promotes new packaging goals focused on the use of recycled materials. Coca-Cola aims to incorporate 35% to 40% recycled material into its primary packaging, including increasing the usage of recycled plastic globally to 30% to 35%. While this objective still emphasizes the importance of recycling, it marks a significant shift from the initial commitment to reusable packaging. The company also mentioned plans to “help ensure the collection of 70% to 75% of the bottles and cans introduced to the market each year,” but this statement同样 failed to address specific plans for reusable packaging.
This change has sparked outrage among environmental activists. They argue that Coca-Cola’s move effectively abandons the more environmentally friendly goal of reusable packaging, opting instead for an easier-to-achieve target focused on recycled material usage. This approach, they say, will not effectively address the issue of single-use plastic pollution and could exacerbate environmental harm. Activists are urging large corporations like Coca-Cola to take on greater environmental responsibility by shifting from recycled plastic targets to more sustainable goals, such as reusable bottles, and to take concrete actions to reduce plastic pollution.
Coca-Cola has not yet publicly responded to these allegations. Previously, the company stated that it is deeply concerned about the environmental impact of each of its beverages and committed to conducting business in the right way. However, the quiet alteration of its environmental goals has undoubtedly shaken public and environmental organizations’ trust in Coca-Cola. Rebuilding this trust and genuinely achieving environmental targets will be a significant challenge the company must face in the future.