On October 25, Coca-Cola announced it was changing the design of its classic red can to white. The company pledged two million dollars to help scientists plan how polar bears can survive in Canada’s melting Arctic. The polar bear has been associated with the company’s image for many years. 7-Eleven stores are also raising awareness through the Snowball Effect app to educate people about the World Wildlife Fund and the polar bear.

Polar bear scientist, Andy Derocher said, “We need to find these private partnerships with non-governmental organizations that want to establish long-term conservation monitoring programs. We are not seeing that leadership from the federal government.”

Can companies influence citizens more than the government to be proactive? I believe companies can have a huge impact on its consumers. People are more aware of commercials than what is broadcasted on the news.  With the innovative use of social media, companies can get its message across and alter consumer behaviour. For example, the Snowball Effect app is interactive as users can share with friends on Facebook, download codes on products and earn points for prizes. Perhaps, government needs to look into alternative methods to get their word out.

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