COCA-COLA’S PLANTBOTTLE ROLLOUT SIGNALS BRANDS TAKING SUSTAINABILITY IN CHINA SERIOUSLY
When Coca-Cola first rolled out its PlantBottle in fall 2009 in Copenhagen, the beverage giant sent a signal to the entire food and beverage industry that it had had to take sustainable packaging more seriously. Now, Coca-Cola has now introduced the PlantBottle in China with the ambition to use them for all of its plastic bottling needs by 2020.
Brands touting themselves as sustainability-driven have a huge opportunity in China’s $7.3 trillion economy.
The projects Coco-Cola and others such as PepsiCo and Wahaha have launched send important signals to companies investing or expanding business in China: brands that show they are taking action on environment and social issues have opportunities to entrench themselves in consumers’ trust and wallets. As a recent study by the public relations firm Edelman demonstrates, China is one market where the emerging middle class is ready to show it can make a difference through choices made at the check out counter. In fact, more than any other emerging economy, the evidence suggests as much as 80 percent of Chinese consumers are even willing to pay a premium to companies who take the lead on sustainability and social responsibility.
Source: Sustainable Brands
