Coca-Cola, one of the largest non-alcoholic beverage manufacturers in the world, has partnered with Merlin, a British based entertainment company, to encourage our communities to recycle more on-the-go.
Creating a world where everyone takes responsibility for their waste management is a world worth striving for. We are, however, a long way from achieving that. For now it is imperative that we start off by instilling sustainable practices into our everyday lives. But, in order to do this, we need to incentivise communities and facilitate their goals – this is not something that can be done by one company alone, but it is something that can be achieved by a collective partnership – a shared goal.
Statistics show that 64% of people are more likely to recycle on the go if they were instantly rewarded for their actions. Whilst the end goal is for people to want to recycle without needing an incentive, Coca-Cola have partnered with Merlin to offer incentives. The scheme offers people 50% off entry to some of the UK’s most popular family attractions, in exchange for taking their used plastic drink bottles to deposit machines located four of Merlin’s leading attractions. The bottles are then crushed and recycled.
Together, we can
The partnership demonstrates Coca-Cola and Merlin’s desire to use their brands for the greater good. They are hoping that cooperating with one another will encourage communities to do the same. The aim is to instil recycling into the mindsets of communities, with the hope that it will soon become the norm.
This story shows how Coca-Cola supports Goal 17: Partnerships for the Goals, specifically Target 17.17: “Encourage and promote effective public, public-private and civil society partnerships, building on the experience and resourcing strategies of partnerships.”
Founded in 1892, Coca-Cola Company is a manufacturer, retailer, and marketer of non-alcoholic beverage concentrates and syrups. They have over 60,000 employees and their products are available in more than 150 markets around the world.