Report Published on 10 Jul, 2009
Consumers remain ‘green’ despite hard times, says Coke
Filed by Shaun Weston
Consumers are not backing off ‘green’ values during the recession, according to research published by Coca-Cola to coincide with Green Britain Day (10 July 2009).
© Rachid Lamzah/Flickr
Commenting on the research*, which shows interest in recycling not just holding up but rising in the downturn, and increasing as a concern by 30% over the last five years, Cathryn Sleight, marketing director of Coca-Cola GB said: “One lesson we’ve learnt over 123 years of good and bad times is to stay true to your values. This research shows consumers staying true to their ‘green’ values during the recession. We’re determined to work tirelessly to help them do that.”
The message from consumers is clear: they want us to look after the planet and their pocketsCathryn Sleight
The company, which has already published the carbon footprint of its most popular drinks, has committed to using 25% recycled plastic by 2010 in all its plastic bottles, and has announced plans to expand the successful Recycle Zone scheme from 20 to 80 locations across the country by 2011.
In research* carried out for the company, consumers sent a clear message:
- Recycling is the top eco-priority for UK consumers, increasing as a concern.
- 66% of consumers are concerned about the environment and try to do as much as they can to help.
- 79% agree that companies should be making changes, so when they buy their products they feel as though they’re helping the environment.
- 43% would like to do more to help the environment, but don’t know how so are looking to companies to help.
*[RDSi Go for Green Dec 2008 and Fit for the Future Millward Brown Tracker May 2009]8
Coca-Cola is committed to helping consumers do more to help the environment:
- Coca-Cola recycles 97% of the waste from UK factories.
- Coca-Cola uses 50% recycled aluminium in its cans.
- Coca-Cola uses around 40% recycled glass in bottles.
- Coca-Cola is committed to 25% recycled plastic in all bottles across Europe by the 2010.
- Coca-Cola will expand ‘on-the-go’ recycling facilities at Recycle Zones, developed in partnership with Wrap, from 20 to 80 by 2011. The zones at the moment include Manchester Airport, Thorpe Park, Legoland, Warwick University and Festival Place shopping centre. Already, these zones have collected more than 20 tonnes of bottles and cans for recycling.
“The message from consumers is clear: they want us to look after the planet and their pockets,” said Cathryn Sleight. “Green Britain Day is a great initiative to stimulate action. The real change in behaviour will come from sustained action. At Coca-Cola, we know we have a lot to do but are committed to doing it for the long-term.”
Source: Coca-Cola Great Britain