Coca-Cola continues its Sustainable Development with ‘This is Forward’ Campaign

Coca-Cola is a brand that can be picked out of just about any crowd.

Coke’s illustrious brand-association is generally positive, and it remains a household name for many soft-drink enthusiasts around the world. Even you’re ok with settling for Pepsi, you’ve probably ordered a Coke.

So, how does Coca-Cola continue its surge forwards in the eyes of the every-changing consumer? Well, it’s just that. They have built an ever-changing brand.

Supply Chain Sustainability has become a centered-focus for Coke in the recent years. Coca-Cola Europe has added the ‘This is Forward’ campaign to their rap sheet of sustainable action planning.

European partners see the plan as an opportunity to realize serious sustainability goals, addressing more wide-spreading environmental and societal issues. The plan has been broken down into 3 main priorities, which was highlighted in an article last week by Supply Chain Digital.

• Action on Drinks: reducing the calorie and sugar utilized for the production of all Coca-Cola beverages.
• Action on Packaging: Ensuring it’s packaging is made of 100% recyclable or reusable material. Also, fighting to ensure that the brand's packaging stays out of ocean littering.
• Action on Society: Coca-Cola’s European entities will increase existing local partnerships, whilst expanding their presence.

Amongst the actions listed within the overall plan, there is a sense of obvious ambition. Knowing that the only way is forward, Coca-Cola has truly set the bar high within their sustainable development goals:

“-To cut greenhouse gas emissions from their core business by 50%

-To replenish 100% of the water they use in areas of water stress

-To make sure 100% of their main agricultural ingredients and raw materials come from sustainable sources by 2020” (Henderson 2017).

Tim Brett, President of Coca-Cola in Western Europe, has been quoted stating that, “Sustainability has always been at the heart of our business, and we have made some tremendous progress. ‘This is Forward’ defines our attitude to doing better. We are not going to settle for the way things were done. There is no going back now.”

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