Coca-Cola Sustainability Case Study

MillennialPlus’ work for The Coca-Cola Company demonstrates our application of global consumer sentiment, blended academic and corporate research, and strategic reformation processes to advance internal and external communications in a highly skeptical consumer environment on corporate sustainability. The work strategically sets a new path to maximize profits while doing good.

THE SETTING

The Coca-Cola Company is a global leader in sustainability. The company’s work to enable the economic empowerment of 5 million women entrepreneurs (5by20); innovation in recyclable PET plastic partially made from plants (PlantBottle); partnership in EKOCENTER a social enterprise, and EKOCYCLE, a shared cause to advance products made from recycled materials; and global water replenishment is socially acclaimed worldwide. The breadth of Coca-Cola’s sustainability work is no longer captured by the terminology, nor fully reflected in the scope and spirit of the company’s social mission.

  1. Reflect qualities unique to the Coca-Cola brand; and
  2. Stay relevant given evolving consumer preferences.

OUR APPROACH

We utilized multiple research techniques to better understand how the notion of sustainability has evolved in the business sector, public mindset, and beyond. Our research synthesizes:

IMPLICATIONS

LANGUAGE AROUND “DOING GOOD” NEEDS A FACELIFT

  • POSITIVITY: happiness, smiles, compassion
  • PROACTIVE: future forward
  • LOCAL: community, direct impact

MILLENNIALPLUS IS A BOUTIQUE BUSINESS CONSULTANCY

MillennialPlus advances cross-disciplinary thinking, business analysis, business strategy and rigorous cultural research to build stronger, more profitable relationships with customers. MillennialPlus helps companies identify how the modern customer experience and generational intelligence can be used to their competitive advantage.

MillennialPlus advances cross-disciplinary thinking, business analysis, business strategy and cultural research to build stronger, more profitable relationships

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