Coca-Cola has announced new packaging sustainability goals for 2035, revising earlier targets set under its World Without Waste initiative. The updated strategy focuses on two primary areas: increasing the use of recycled materials and enhancing collection efforts for used packaging.
The company now aims to use 35-40% recycled material across its primary packaging, including plastic, glass, and aluminium. This includes a target of 30-35% recycled plastic globally. Coca-Cola also seeks to ensure the collection of 70-75% of the equivalent number of bottles and cans it introduces into the market annually.
The revised goals reflect a scaling back from previous commitments. In 2018, Coca-Cola pledged to recycle the equivalent of 100% of its packaging by 2030. Now, the focus has shifted to achieving a three-quarters collection rate. Additionally, no new targets were set for reusable packaging, although the company stated it will continue investing in refillable solutions where infrastructure supports it.
Coca-Cola highlighted obstacles in meeting its goals, including the cost and quality of recycled materials and variations in recycling infrastructure globally. In 2023, 47.7% of Coca-Cola’s packaging was plastic bottles, 26% was aluminium and steel cans, and 10.4% was glass.
Regarding collection, the company acknowledged disparities in recycling systems across jurisdictions and emphasized the need for collective action. “The company will continue to focus on increased advocacy for well-designed collection systems,” it said, adding that the 75% collection target provides a foundation for future growth.
The announcement has drawn criticism from environmental organizations. Break Free From Plastic criticized Coca-Cola for abandoning its reuse goals, with Sam Pearse, Campaign Director of The Story of Stuff Project, saying, “Coca-Cola’s pledge lasted less time than one of their reusable bottles might expect to be in circulation.”
In 2023, only 1.2% of Coca-Cola’s plastic packaging was reusable, despite a 2018 commitment to reach 25% reuse by 2030.
Coca-Cola’s announcement comes amid a broader trend of major brands revising their sustainability targets ahead of 2025. Competitor PepsiCo has also indicated it is unlikely to meet its goal of making all packaging recyclable, compostable, biodegradable, or reusable by 2025.
Meanwhile, Coca-Cola continues to face lawsuits over its alleged role in plastic pollution in jurisdictions like Los Angeles County and Baltimore. A recent report from the Ellen MacArthur Foundation noted that Coca-Cola’s virgin plastic use has increased by about 6% since 2019.
As Coca-Cola adjusts its ambitions, the move raises questions about the balance between corporate sustainability goals and real-world implementation challenges. Whether these changes will satisfy environmental advocates or consumers remains to be seen.