Coca Cola, the largest continuous sponsor of the Olympic Games, plans to recycle all plastic bottles used at the event at its new recycling plant located near London. (Read more here.)
“When the eyes of four billion people are turned on London next year, we will use the appeal of our brands along with our scale and reach to showcase our cutting edge sustainability programmes, and inspire our consumers, partners and suppliers to live more sustainable lifestyles,” says Jon Woods, country manager for Coca Cola Great Britain & Ireland.
While we at Bag It certainly promote recycling, we have to question Coca Cola’s motives. (Oh, wait; we don’t. Their European spokesperson told us the gesture is a marketing ploy. Not in so many words, but still…)
Considering Coca Cola is rumored to be the American Idol sponsor that demanded the Plastic Pollution Coalition’s PSA removed or threatened to pull their support of the show, we don’t think the company is as green as they want the public to think.
It seems that major plastic manufacturers and distributors have begun to take the “if you can’t beat ’em, join ’em” approach. They pretend to be concerned about plastic’s environmental impact while spreading the message that recycling plastic is a better option than opting out altogether.
While we can’t see that the discerning consumer would buy that not producing more products in order to use energy to recycle them would be a more viable option than cutting down on consumption, the problem is that most busy people don’t stop and think about it.
In other words, who wouldn’t want to feel good about throwing single-use disposable in the bin and forgetting about it, rather than putting the effort in to change a habit? It’s a smart tactic. Let’s not fall for it – spread the word to your friends and family. Recycling is not the same as reducing.