Coca-Cola’s sponsorship of COP27, the United Nations Convention on Local weather Change this week in Sharm El-Sheikh, Egypt, has drawn sturdy criticism from activists and advertisers alike.
Whereas business consultants largely agree that sponsors of occasions like COP27, which can assist dictate the worldwide response to the local weather disaster, also needs to be leaders on the subject of local weather motion, it’s a posh and nuanced matter. Some argue that main manufacturers have a accountability to take part in efforts to handle local weather change—no matter the place they at the moment stand of their efforts to scale back local weather affect—and their sponsorship {dollars} needs to be welcomed as a approach to maintain them accountable for the guarantees they make.
Adweek put the query—ought to manufacturers like Coca-Cola sponsor occasions like COP27—to 5 entrepreneurs. The beneath has been edited for readability and brevity.
No: as an alternative, showcase the massive innovators
“Fairly proper that Coca-Cola’s sponsorship is being criticized—it has lately retained its title for the fourth yr because the world’s high plastic polluter. This sponsorship might make extra sense if it had been coinciding with the announcement that Coca-Cola was making some large, game-changing new tech or supplies, like hemp bottles, or accumulating ocean plastic to make all its 2023 bottles from. However tinkering across the edges of sustainability when it does a lot hurt just isn’t actually sufficient to make this partnership seem to be something apart from greenwashing.
COP aren’t doing themselves any favors right here both. Had they thought of it correctly, they’d have connected themselves to some manufacturers (even a coalition of a lot smaller manufacturers) who’ve some actually worthwhile, scalable improvements to point out what business can do if it places its thoughts to it.”
Rachel Prepare dinner, managing director, branding and digital design company Thompson
No: Get your home so as first
“I’d advise manufacturers to keep away from sustainability conversations except they’ve impeccable environmental credentials. For instance, Patagonia’s [announcement to donate profits] was well-received by the general public as a result of it mirrored the model’s values.
The narrative of ‘Saving the Planet is dropped at you by …’ doesn’t play effectively with shoppers and turns into drowned in cries of hypocrisy. That doesn’t imply that manufacturers similar to Coca-Cola shouldn’t be a part of the dialog. Quite the opposite, manufacturers ought to deal with their sustainability efforts first, act responsibly after which turn out to be part of the continued motion.”
Paul Domenet, companion and artistic technique director, branding company Free The Birds
Sure: Manufacturers should be a part of the answer
“It is rather important that Coca-Cola, one of many world’s greatest manufacturers and the supplier of 1.9 billion drinks per yr, has put its head above the parapet and sponsored COP27. It might be one of many greatest plastics polluters, however the world’s shoppers won’t cease ingesting comfortable drinks anytime quickly, so discovering the environmental answer to this conundrum lies firmly at its ft. Its popularity and shared worth will depend upon its progress or lack of it.
Customers nonetheless need worth, and companies nonetheless have to be worthwhile, so corporations’ dedication and progress have to be within the public eye to exert the exterior strain required to maintain up momentum. At an important environmental gathering of the yr, Coca-Cola has dedicated to accumulating a bottle or can for each one they promote—let’s preserve it to that promise and push them to do a lot, far more.”
Nick Dormon, managing director, design company Echo
Sure: With the intention to be held accountable
“Everybody, together with companies, should withstand the hole between the place we’re and the place we have to be. This shouldn’t dissuade [brands] from taking part in boards like COP27, nevertheless, if they’re keen to be challenged and interact authentically. From a model perspective, opening your self as much as criticism reveals a willingness to be held accountable. It will, in spite of everything, be simpler to stay quiet.
From this angle, the query just isn’t whether or not manufacturers needs to be enjoying a task at COP27, however relatively how their actions all year long reside as much as their commitments. In the present day greater than ever, speaking the discuss just isn’t sufficient—it’s these credibly creating inexperienced options to at the moment’s issues which might be paving the best way for a brighter future.”
Lynne Discipline, head of technique, administration consulting firm FutureBrand North America
No: It’s simply greenwashing
“Main manufacturers have a accountability to guide their business not solely in sustainability analysis and improvement but additionally by utilizing their scale and sources to pilot tradition, product and repair innovation inside their enterprise.
Excessive-profile local weather talks are the best place for main manufacturers to showcase how they’re tackling the local weather disaster (not simply speaking about it) whereas inspiring early adoption and curiosity amongst business friends. Coca-Cola has failed by turning into concerned with COP27 earlier than sharing an sufficient public motion technique (and importantly, timeline) to handle its over-use of plastic downside. It’s a stunning instance of greenwashing.”
Sara Taiyo, co-founder and artistic director, media company Driftime
