Coca-Cola’s recent announcement regarding its packaging sustainability has raised concerns among environmental advocates and experts. The soda giant, known for its widespread use of plastic packaging, has decided to backtrack on its previous commitments to decrease the use of virgin plastic and increase the share of beverages sold in reusable containers. This move comes at a time when public scrutiny and legal challenges surrounding plastic pollution are on the rise.
In a blog post last week, Coca-Cola quietly dropped its targets for reducing virgin plastic use and increasing reusable packaging. Instead, the company now focuses on cleaning up existing plastic waste and promoting recycling, although its new recycling targets are weaker than before. This shift in strategy has left many questioning Coca-Cola’s dedication to tackling plastic pollution and meeting its sustainability goals.
The company’s decision reflects a larger trend among corporations failing to meet their plastics sustainability commitments. A recent report from the Ellen MacArthur Foundation revealed that hundreds of companies have fallen short of their voluntary plastics reduction targets for 2025. Despite pledging to cut virgin plastic use and increase reusable packaging, these companies have made minimal progress towards these goals.
Sam Pearse, plastics campaign manager at the nonprofit Story of Stuff, expressed skepticism about companies’ intentions when it comes to plastics targets. He noted that many companies view sustainability pledges as optional rather than integral to their business operations, casting doubt on their commitment to meaningful change.
Coca-Cola’s status as one of the largest food and beverage companies globally adds weight to its impact on plastic pollution. The company produces millions of metric tons of plastic packaging each year, primarily derived from fossil fuels. This plastic often ends up in the environment, leading to Coca-Cola being named the top global plastic polluter for six consecutive years.
Scientists and advocates emphasize the importance of replacing single-use plastics with reusable alternatives and capping virgin plastic production to reduce plastic-related emissions and pollution. Research suggests that transitioning to reusable packaging could significantly reduce waste reaching the ocean. Additionally, capping virgin plastic production is seen as a more effective strategy than increasing recycling rates, as recycled plastics can contain hazardous chemicals.
Coca-Cola’s recent backtrack on its sustainability commitments follows pressure from shareholder advocacy groups, highlighting the business risks associated with plastic pollution. Environmental advocates are now urging the company to reconsider its approach to packaging sustainability and prioritize meaningful actions to address plastic pollution. Coca-Cola has recently announced its commitment to reducing its use of virgin plastic by 3 million metric tons by the year 2025. This decision comes as part of the company’s efforts to address the global plastic pollution crisis and move towards a more sustainable future. By reducing its reliance on nonrenewable sources for plastic production, Coca-Cola aims to make a significant impact on the environment and contribute to a more circular economy.
This pledge follows a resolution filed in 2021 by Green Century and As You Sow, urging Coca-Cola to focus on sustainable packaging policies for plastics. As a result of this resolution, Coca-Cola pledged to sell 25 percent of its beverage volume in reusable formats by 2030, whether in glass or plastic bottles, or through soda fountains. This commitment was hailed as an industry-leading approach to tackling the issue of plastic waste.
Coca-Cola has already made significant progress in promoting reuse programs, particularly in South America where it has invested heavily in designing refillable bottles and establishing infrastructure for collecting and refilling them. Returnable glass and durable plastic bottles already account for more than half of the company’s beverage sales in 20 markets.
In addition to its reuse initiatives, Coca-Cola has launched programs in various markets to promote the use of reusable packaging. For example, in North America, the company has partnered with r.Cup to serve beverages in reusable plastic cups at sports and entertainment venues. It has also collaborated with A&W Canada on an “exchangeable cup” program and distributed beverage dispensers instead of vending machines at theme parks and university campuses.
One notable pilot program initiated by Coca-Cola is in El Paso, Texas, where the company is selling more beverages in returnable glass bottles. Once these bottles are empty, they are sent to Mexico to be cleaned and refilled before being returned to the U.S. for sale again. This program demonstrates Coca-Cola’s commitment to exploring innovative solutions to reduce plastic waste and promote sustainability.
While Coca-Cola’s reuse initiatives have been widely publicized and praised, the company recently faced criticism for scaling back its targets for recycling. Instead of aiming to make 50 percent of its plastic packaging from recycled materials by 2030, Coca-Cola now plans to achieve a lower target of 30 to 35 percent by 2035. Despite this setback, Coca-Cola remains committed to its sustainability goals and continues to explore new ways to reduce its environmental impact and promote a more sustainable future for all. Rather, he suggested that the company may have faced internal challenges in meeting their initial goals. “The reality is, these companies are in a constant state of flux,” Littlejohn said. “They’re always reassessing their goals and strategies based on a variety of factors.”
Coca-Cola’s shift in sustainability goals comes at a time when the company is facing increasing pressure from consumers and activists to reduce its plastic waste and carbon footprint. The beverage giant has been criticized for its reliance on single-use plastics and its contribution to plastic pollution in oceans and landfills.
Despite the revised targets, Coca-Cola maintains that it is committed to sustainability and reducing its environmental impact. The company has invested in recycling infrastructure, sustainable packaging innovations, and partnerships with organizations working on environmental conservation.
While some may view Coca-Cola’s updated goals as a step back in its sustainability efforts, others see it as a realistic approach to addressing the challenges of waste management and recycling. As the company continues to evolve its sustainability strategy, it will be important to monitor its progress and hold it accountable for its commitments to the planet and future generations. Coca-Cola’s decision to abandon its reuse target in favor of focusing on recycling has sparked criticism and concern from environmental advocates and shareholders alike. The move comes at a time when the company is already facing legal challenges over its plastic usage and recycling claims.
The decision to scrap the reuse target, which was originally set in 2022, raises questions about the company’s commitment to reducing its plastic footprint. Coca-Cola has actually decreased the fraction of its beverages sold in reusable or refillable formats since making the pledge, with single-use categories outpacing its reuse efforts. Additionally, the company has increased its use of virgin plastic between 2018 and 2023.
While Coca-Cola has not provided a specific reason for abandoning the reuse target, it is possible that the decision was influenced by anti-greenwashing legislation passed by the European Union earlier this year. This legislation prohibits businesses from making environmental claims that do not align with their actual practices. In a statement to Grist, a Coca-Cola spokesperson acknowledged that laws and policies in the markets they operate in are constantly changing.
The move by Coca-Cola to shift its focus to recycling has been criticized by environmental advocates and shareholder advocates. Frances Fairhead-Stanova, a shareholder advocate for Green Century, called the decision alarming, regrettable, and regressive. She warned that the company is likely to face increased regulatory and reputational risks due to its reliance on recyclability over plastic reduction and reuse.
Kelly McBee, circular economy manager for As You Sow, also criticized Coca-Cola’s new strategy, calling it ineffective for addressing plastic pollution. She pointed out that the company’s focus on recycling perpetuates the linear “take-make-waste” mindset that has contributed to the global plastic pollution crisis.
Despite the backlash, Coca-Cola has stated that it will continue to invest in expanding the use of refillable packaging in markets where infrastructure supports it. The company also noted that the use of recycled content and more efficient packaging could indirectly reduce its reliance on virgin plastic.
In addition to facing criticism from advocates, Coca-Cola is also facing legal challenges related to its plastic usage. Last month, Los Angeles County sued the company, along with PepsiCo, for their contributions to plastic pollution and for misleading claims about the recyclability of plastic bottles. The county specifically called out the companies for failing to meet their promises to increase the use of recycled plastic and eliminate the use of virgin plastic.
Overall, Coca-Cola’s decision to abandon its reuse target in favor of focusing on recycling has raised concerns among environmental advocates, shareholders, and legal authorities. The move highlights the challenges companies face in balancing environmental commitments with business practices and regulatory requirements. In a recent statement, a PepsiCo spokesperson acknowledged that the company had made progress in reducing its use of virgin plastic in 2023 compared to the previous year. However, it was revealed that the company’s plastic usage in 2023 was 6 percent higher than in 2020, highlighting the challenges faced in addressing this issue.
The spokesperson described the issue of reducing plastic use as a complex challenge that requires ongoing efforts and innovative solutions. Despite the increase in plastic usage, PepsiCo remains committed to sustainability goals and continues to explore ways to reduce its environmental impact.
The city of Baltimore took a bold step by filing a complaint against Coca-Cola and other food and beverage companies for producing products that contribute to significant environmental harm. Additionally, the Earth Island Institute has initiated legal action against Coca-Cola for creating a public nuisance through plastic pollution and for misleading claims about sustainability.
In Europe, consumer advocacy organizations have raised concerns about the representation of plastic bottles as sustainable by companies like Coca-Cola, Danone, and Nestlé. A formal complaint has been submitted to European Union authorities, urging them to investigate these claims.
Advocacy groups that once praised Coca-Cola for its plastics sustainability goals are now grappling with the company’s shift in priorities. The Story of Stuff team, for instance, had been working on a film highlighting Coca-Cola’s refillable pilot program in El Paso, only to discover that the company was abandoning its reuse target.
Calls for greater transparency and accountability in corporate sustainability efforts have been echoed by experts like Pearse from the Story of Stuff. He emphasized the importance of aligning business practices with environmental pledges to ensure meaningful impact.
As the conversation around plastic waste and sustainability continues to evolve, it is clear that companies like PepsiCo and Coca-Cola are facing increasing scrutiny and pressure to prioritize environmental responsibility. The shift towards more sustainable practices is essential to address the global plastic pollution crisis and protect the planet for future generations.
