The power of sustainability to create shared value: Coca-Cola demonstrates that doing good is good for business

Bea Perez

Journal of Brand Strategy, 2015, vol. 3, issue 4, 310-315

Abstract: Many businesses today are still contemplating the decision to make investments in either community-based social good initiatives or in business operations. The reality is that one investment — in sustainability and in people and communities — can achieve return on investment for both. In fact, choosing to operate sustainably is becoming less of a choice and more of an imperative if brands are to remain relevant and companies are to grow. Coca-Cola is on a sustainability journey to grow its business while it makes a positive difference for people, communities and the environment. The journey is rigorous and requires strong partnerships, deep innovation and the commitment across the company to integrate sustainability into the business. It is how this 128-year-old company is connecting with consumers today and how it plans to remain relevant and trusted for the next 128 years.

Keywords: sustainability; social value; business growth; innovation; partnerships; 5by20; water conservation; water replenishment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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