141
Good Practice
CSR Management
Global Compact International Yearbook 2013
Finally, the water required for the bever-
ages themselves is to be replaced by 2020
through water recovery projects (e. g.
rain recovery, building of wells). Already
today, around 400 of these projects are
up and running around the world. In the
field of climate protection, the company
is working on the supply chain in areas
in which the highest savings can be
reached, for example through the use
of self-developed energy-saving modules,
which lower energy consumption for
about 85,000 cooling facilities by up
to 30 percent.
The Energy Saver Program– developed
in conjunctionwithWWF–saves energy
during production; electricity for produc-
tion has been procured exclusively from
renewable energy sources since 2011.
In the field of packaging, new techno-
logies are continuously saving material.
Coca-Cola has developed the PlantBottle™
and launched the first plastic bottle that
consists partly of renewable resources.
The long-term goal is to produce the
plastic bottles from 2020 onwards from
PlantBottle™bottles only, and hence save
on raw materials. With a recycled share
of more than 60 percent, Coca-Cola boasts
a share that is almost three
times higher than the
market average for
non-alcoholic bev-
erages (22.4%).
As an employ-
er, Coca-Cola
promotes
above all
the diver-
sity of its
associates
and wom-
en in man-
agement po-
sitions. The
c ommu n i t y
commitment of
the company and
its associates at the
more than 60 locations
in Germany are part of the
basic understanding of corpo-
rate social responsibility. The company
organizes every year a sustainability
activation month, during which more
than 500 associates are involved in 40 to
50
regional ecological or social projects.
In 2012 Coca-Cola Germany published
its second Sustainability Report, now
at the highest level (A+) of the Global
Reporting Initiative (GRI), and it also is-
sued its declaration of conformity under
the German Sustainability Code. At the
point of sale, the most important topics
can be retrieved using the barcoo app,
which permits access to independent in-
formation on products via a smartphone,
and through which the complete report
can be obtained.
Sustainability messages are also increas-
ingly included in brand communication.
Dialog with stakeholders has shown that
these groups expect Coca-Cola to use the
strength of its brands to draw attention
to social challenges, contribute to their
solution, and hence motivate consumers
to engage in a more sustainable lifestyle.
A survey conducted together with Die Ver-
braucher Initiative e.V. showed, moreover,
that people associate sustainability today
more strongly with joy of living thanwith
renunciation. Sustainability matches the
core values of many Coca-Cola brands.
Already in the past, the Xmas truck tour
was used to support social initiatives
financially and in terms of communica-
tion (Nordoff Robbins Foundation, SOS
children villages, A Heart for Children).
Today, Mission Olympic places happiness
and physical activity center stage and
Coca-Cola leverages the awareness of its
own brands in order to promote socially
relevant topics. With Coca-Cola light,
the company wishes to raise awareness
about the heart health of women. In
December 2011, it started the initiative
“
Listen to Your Heart” with the German
Society for Gender Medicine as a partner.
This was followed in 2012 by the Fanta
Playground Initiative for safer and free
playing, together with the German Child
and YouthWelfare Organization and TÜV
Rheinland. The company envisages an
increasing integration of these aspects
into its communication about future
brands that represent a positive attitude
toward life.
Coca-Cola has been represented
in Germany since 1929. Today
more than 10,000 associates
work at more than 60 locations
in Germany – 24 of which are
production facilities. Coca-Cola
offers more than 70 products in all
segments of non-alcoholic bever-
ages. A socio-economic impact
study by the consultants Steward
Redqueen showed that through the
entire value chain of Coca-Cola in
Germany, a total economic output
of €6.1 billion is generated directly
and indirectly, €2.9 billion is paid
in taxes, and 119,000 jobs are
protected.