Coca-Col Live Positively Framework Of Sustainability

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Introduction. Coca- Cola launched “Live Positively” framework of sustainability in 2007. It was aimed to be widely used across all levels, from production to packaging and distribution. The seven core areas are beverage benefits, active healthy living, the community, energy and climate, sustainable packaging, water stewardship and the workplace. They adopted a strict Code of Business Conduct to combat competition and corruption issues. International CSR guidelines such as Global Compact and Ruggie’s Framework was coined in. Unfortunately, these CSR guidelines are not in line with the Code of Business. With every conflict, Coca-Cola seems to change their CSR policy. Some are meant to mask the cause, others are meant for a positive balance between business profit and community. Like any other corporation, Coca-Cola tries to adopt or improvise their CSR policy to neutralize a negative campaign against them.

Financial effect. The Indian NGO Centre for Science and Environment (CSE) report in 2003 and 2006 has gained ample public and media attention, resulting in almost immediate effects on Coca-Cola revenues. The main allegations made by the NGO against Coca-Cola were that it sold products containing unacceptable levels of pesticides, it extracted large amounts of groundwater and it had polluted water sources. This caused an uproar and let to universities banning Coke in their campus. To this day, more and more universities are adopting the carbonated drinks ban in the