Coca-Cola Faces Backlash Over Alleged Greenwashing Efforts
Coca-Cola, one of the world’s largest beverage brands, is once again under scrutiny—this time for allegedly funding climate disinformation and publicly downplaying the environmental impact of its plastic use. The company’s environmental messaging has attracted criticism from environmental advocates who accuse Coca-Cola of attempting to shift responsibility for plastic pollution away from corporations and onto consumers.
Despite its prominent sustainability pledges, including a commitment to “a World Without Waste” and an ambitious promise to collect and recycle the equivalent of every bottle or can it sells globally by 2030, critics argue these efforts are undermined by the company’s continued plastic production and its partnerships with groups accused of climate denial.
Recent reports highlight Coca-Cola’s financial backing of front groups connected with the fossil fuel industry, including organizations that have opposed policies regulating single-use plastics. A study by the environmental non-profit InfluenceMap links the brand to lobbying efforts that have delayed or obstructed meaningful reforms targeting plastic reduction.
Coca-Cola is also the top global plastic polluter, according to data from Break Free From Plastic, a watchdog group that has named the company the leading offender five years in a row. In 2022 alone, Coca-Cola was found to be responsible for nearly 2.6 million metric tons of plastic packaging—equivalent to over 200,000 plastic bottles per minute.
FMCG analysts are watching closely, as consumer-facing brands face growing pressure to demonstrate credible climate action. Consumers increasingly factor environmental performance into purchasing decisions, and greenwashing accusations can damage brand trust and equity. For major brands operating on a global scale, perceived misalignment between marketing and actual impact could carry significant commercial implications.
As environmental regulations tighten and scrutiny intensifies, stakeholders across the FMCG sector are reassessing their sustainability strategies. Coca-Cola’s situation serves as a reminder that transparent, accountable, and science-driven approaches to environmental responsibility will be vital to maintaining consumer loyalty and regulatory compliance in the years ahead.