The Ekocycle brand was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement.
The initiative supports recycling by helping consumers recognise that items they consider waste today may be a part of a lifestyle product they can use tomorrow.
will.i.am said: “Waste is only waste if we waste it. We need to value the things we consume and become a more sustainable society that is moving towards a world with zero waste. Through Ekocycle, consumers can learn about everyday recycling choices and empower their purchasing decisions as part of a social change movement.”
The Coca-Cola Company will make a minimum $1m financial commitment over the next five years to support additional recycling and community improvement organisations. This donation is in addition to, and separate from, the charitable commitments of 1% of operating profits made through The Coca-Cola Foundation.
Source: The Coca-Cola Company
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