In 2017, touting your company’s sustainability standards and corporate social responsibility isn’t just the province of organic food companies. Today, it’s just good business strategy.
Case in point: a 2017 Unilever study found that one in three consumers choose to buy from brands that they believe do social or environmental good. Not only that, but the study predicted that there is an incredible $1 trillion market opportunity for new sustainable goods.
So it’s hardly surprising that one of the world’s most iconic brands has launched a new advertising campaign based around their own sustainability initiatives. In the United Kingdom, Coca-Cola has just launched a new commercial focused on sustainability, which tells the “Love Story” between two plastic bottles of soda. The commercial doesn’t just tell the tale of a Coke Zero Sugar and Fanta bottle that meet and fall in love, in a charming stop-motion display of affection, it also encourages consumers to recycle their plastic bottles.
“The beauty of ‘Love Story’ is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again,” said Aedamar Howlett, marketing director for Coca-Cola Great Britain, in a statement. “All of our packaging is 100% recyclable and has been for some time now. The multi-million pound campaign shows how serious we are about encouraging more people to recycle, so we that we reach our aim of getting all of our bottles back.”
Of course, even though most plastic bottles are 100% recyclable, there are limits to the sustainability of single-use containers. Each year, 31.9 million metric tons of plastic waste is improperly disposed of, and a straw used for a single hour can spend 100 years in a landfill.
That’s one of the reasons that reusable plastic packaging is becoming a major focus of manufacturers, the food and beverage industry, and plastic companies around the world.
In the 2017 “Global Plastic Packaging Market” report from TMR Research, reusable plastic was specifically cited as a major growth area.
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