Coca Cola has changed its iconic can from red to white with polar bears to help raise the issue of Canada’s melting arctic. Coca Cola and the World Wildlife Fund are involved in the project called Arctic Home, in which the money committed to this project is used to fund research programs relating to the habitat in the arctic, particularly in regards to polar bears.
Coca Cola’s sustainable move not only raises awareness about the environment but also reminds consumers of their social responsibility every time they purchase a coke can.
However, whether or not Coca Cola can maintain its sustainable image does not solely depend on the action of changing its can. Rather, fully implementing movements that will improve the well-being of society should be the main motive as raising environmental actions are not just altruistic in increasing sales and popularity.
If Coca Cola can set high expectations for its company to achieve the goal of sustainability, it not only can prove to society its contribution to the environment, but also challenge people into accepting the existence of business ethics and redefining the concepts of profit maximization.
