Speaking at The Guardian Changing Media Summit today (23 March), Goudie said that sustainability is an integrated part of the way Coca-Cola does business and “isn’t just a title [it] slaps on”.
“The community in which we do business has to benefit just as much. What we’re saying is, the sustainability message has to be seamlessly integrated into the DNA of the brand,” he said.
Goudie took the fizzy drinks company’s ‘5by20′ initiative as an example. It aims to economically empower five million women by 2020. He said the brand is particularly interested in building relationships with women as “they’re more willing Read full story ›
Source: Marketing Week
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