Consumers Staying Green In The Recession

Consumers are not backing off 'green' values during the recession according to research published by Coca‑Cola to coincide with Green Britain day (10th July 2009).

Commenting on the research* which shows interest in recycling not just holding up but rising in the downturn, and increasing as a concern by 30% over the last 5 years, Cathryn Sleight, Marketing Director of Coca‑Cola GB said:

"One lesson we have learnt over 123 years of good and bad times is to stay true to your values. This research shows consumers staying true to their 'green' values during the recession. We are determined to work tirelessly to help them do that. "

The company, which has already published the carbon footprint of its most popular drinks, has committed to using 25% recycled plastic by 2010 in all its plastic bottles and announced plans to expand the successful Recycle Zone scheme from 20 to 80 locations across the country by 2011.

The study on green values in the downturn shows in the last two years:

• Consumers seeking to buy products in recycled packaging has risen from 42-46%
• Consumers actively seeking to buy products with minimum or no packaging has risen from 44 - 52%
• Consumers seeking to buy energy efficient products or appliance has gone up from 52-55%
• Consumers wishing to buy products that haven't travelled far to get to the store has risen from 28 -34%
• Consumers try to buy local products has increased from 55%-58%

[Nielsen Global Online Survey April 2007 and 2009]

In research* carried out for the company consumers sent a clear message to business:

• Recycling is the top eco-priority for UK consumers increasing as a concern
• 66% of consumers are concerned about the environment and try to do as much as they can to help
• 79% agree that companies should be making changes so when they buy their products they feel as though they were helping the environment
• 43% would like to do more to help the environment but don't know how so are looking to companies to help

*[RDSi Go for Green Dec 2008 and Fit for the Future Millward Brown Tracker May 2009]

Coca‑Cola is committed to helping consumers do more to help the environment:

• Coca‑Cola recycles 97% of the waste from UK factories
• Coca‑Cola uses 50% recycled aluminium in its cans
• Coca‑Cola uses around 40% recycled glass in bottles
• Coca‑Cola is committed to 25% recycled plastic in all bottles across Europe by the 2010
• Coca‑Cola will expand 'on-the-go' recycling facilities at Recycle Zones, developed in partnership with WRAP, from 20 to 80 by 2011. The zones at the moment include Manchester Airport, Thorpe Park, Legoland, Warwick University and Festival Place shopping centre. Already these zones have collected over 20 tonnes of bottles and cans for recycling.

Cathryn Sleight said:

"The message from consumers is clear; they want us to look after the planet and their pockets. Green Britain Day is a great initiative to stimulate action. The real change in behaviour will come from sustained action. At Coca‑Cola we know we have a lot to do but are committed to doing it for the long term."

 Ends

 

For media enquiries, please contact the Coca‑Cola GB Press Office on 0208 237 3782.

Notes to Editors:

 

The Coca‑Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands.  Along with 'Coca‑Cola', recognised as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including 'Diet Coke', 'Fanta', 'Sprite', 'Coca‑Cola Zero', 'glaceau vitaminwater', 'Powerade', 'Minute Maid' and 'Georgia Coffee'.  Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.  Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.  For more information about our Company, please visit our website at www.thecoca-colacompany.com.