Coca-Cola is being pressured by gay-rights activists to speak out about their support surrounding the Sochi 2014 Olympics. Currently, Russia’s President Vladimir Putin has imposed a ban on the propaganda of non-traditional sexual relations towards minors. With the Sochi Olympics just around the corner, one online petition has already recorded over 350,000 signatures in favour of Coca-Cola taking a stance against Russia’s anti-gay laws. Coca-Cola has established a reputation for their support for the LGBT Community while company values “do not condone human rights abuses, intolerance, or discrimination of any kind anywhere in the world”.

With Coca-Cola being an essential sponsor in the Sochi Olympics, it raises the ethical question; does Coca-Cola publicly take a stance against Russian anti-gay laws? In my opinion, Coca-Cola should stay true to their brand. If actions don’t coincide with company values, then what is the point of having company values? If Coca-Cola wanted to prove the strength of their company, Coca-Cola would publicly take a stance against Russian laws regardless of economic losses that may arise.

Coca-Cola is not the only major sponsor of the Sochi Olympics. If other major sponsors like McDonalds and Visa see that Coca-Cola has done, other companies may follow suit to further the message to the Russian Government.

External Links: http://www.pri.org/stories/2013-10-24/three-months-sochi-olympics-and-coke-under-pressure

http://action.sumofus.org/a/coke-russia-lgbt/