Coca-Cola won't give up plastic bottles because people want them. And that's the problem.
Photo by maria mendiola on Unsplash

Coca-Cola was recently named the world's largest plastic waste producer in a global plastic audit, and it appears that won't be changing any time soon. The drink giant produces about three million tons of plastic packaging each year, or the equivalent of 200,000 bottles per minute, according to the BBC.

Global studies show that 9 out of 10 plastic bottles don't get recycled. We know that a huge percentage of our plastic waste ends up in the ocean, filling up the bellies of whales and breaking down into harmful microplastics. And with changes in how and where recycling gets processed, recycling itself has proven to be a non-solution to the planet's plastic pollution problem.

In light of this information, pumping out more and more single-use plastic bottles seems like a ridiculously irresponsible move. And yet, Coca-Cola recently announced that it will be sticking with single-use plastic bottles. Their reasoning? Because people like them.


Like any business, Coca-Cola's top priority is its bottom line. Though the company has pledged to use at least 50% recycled material in its packaging by 2030 and to partner with NGOs to improve waste collection, they are beholden to the demands of its customers. As Bea Perez, Coca-Cola's head of sustainability said at the World Economic Forum, "Business won't be in business if we don't accommodate consumers."

RELATED: A dead whale just washed ashore with 88 pounds of plastic waste in its stomach. This needs to stop.

The problem is, she's right. And that, kids, is one reason why "free market environmentalism"—the idea that capitalism will eventually lead to environmental responsibility because consumers will demand it—simply doesn't work. The free market is great for a lot of things, but protecting the planet isn't one of them. Humans are creatures of habit. We like what we are familiar with and we tend to resist change, even when we know it's ideal or even necessary. If we're used to drinking soda from a lightweight, resealable plastic bottle, that's what we're going to want. Since companies are in the business of giving (or rather, selling) people what they want, the free market equation will never add up to truly sustainable change.

Companies like Coca-Cola find themselves in a position of having to appease the social movement toward sustainability while also appeasing customers who don't want to make the changes necessary to support that movement. Perez makes it sound like Coca-Cola is trying to gently nudge consumers in a more environmentally responsible direction. "As we change our bottling infrastructure, move into recycling and innovate, we also have to show the consumer what the opportunities are," she says. "They will change with us."

Is that enough, though? Not according to people on the front line of the plastic crisis. "Recent commitments by corporations like Coca-Cola, Nestlé, and PepsiCo to address the crisis unfortunately continue to rely on false solutions like replacing plastic with paper or bioplastics and relying more heavily on a broken global recycling system," Abigail Aguilar, Greenpeace Southeast Asia plastic campaign coordinator, said in a press release in October. "These strategies largely protect the outdated throwaway business model that caused the plastic pollution crisis, and will do nothing to prevent these brands from being named the top polluters again in the future."

RELATED: We haven't just paved paradise—we've plastered it in plastic

Of course, the question of what would replace plastic bottles and whether or not the alternatives are sustainable remains. Perez claims that switching to glass and aluminum may actually increase the company's carbon footprint—a related but separate issue from the plastic pollution problem.

But ultimately, the question we all need to ask ourselves is, "Whose problem is this and who needs to solve it?" Some people don't want the government to implement regulations forcing companies to adopt sustainable practices. Some put faith in individuals and industry to figure out how to get what we all want while not destroying the earth in the process. But we have plenty of evidence that consumerism (i.e., capitalism) is what got us here, and also evidence that laws and regulations can effect real change. Remember the ozone layer crisis? The Montreal Protocol of 1987, which required countries to phase out ozone-depleting substances like chlorofluorocarbons (CFCs), proved successful at mitigating a clear environmental challenge. Would companies have voluntarily eliminated CFCs and found alternatives if they weren't obligated to by law? In the 1980s? When Aqua Net hair spray was at its prime? Not likely.

That being said, regulations are only effective if they are actually implemented, and the current method of making international agreements that aren't really binding can only go so far. As climate change activist Greta Thunberg keeps pointing out, the politics and processes needed to truly address our environmental crises do not currently exist. It's vital that we consult about how to actually solve problems like plastic pollution, but one thing is clear—relying on the free market isn't going to get us there.

Connections Academy

Wylee Mitchell is a senior at Nevada Connections Academy who started a t-shirt company to raise awareness for mental health.

True

Teens of today live in a totally different world than the one their parents grew up in. Not only do young people have access to technologies that previous generations barely dreamed of, but they're also constantly bombarded with information from the news and media.

Today’s youth are also living through a pandemic that has created an extra layer of difficulty to an already challenging age—and it has taken a toll on their mental health.

According to Mental Health America, nearly 14% of youths ages 12 to 17 experienced a major depressive episode in the past year. In a September 2020 survey of high schoolers by Active Minds, nearly 75% of respondents reported an increase in stress, anxiety, sadness and isolation during the first six months of the pandemic. And in a Pearson and Connections Academy survey of US parents, 66% said their child felt anxious or depressed during the pandemic.

However, the pandemic has only exacerbated youth mental health issues that were already happening before COVID-19.

“Many people associate our current mental health crisis with the pandemic,” says Morgan Champion, the head of counseling services for Connections Academy Schools. “In fact, the youth mental health crisis was alarming and on the rise before the pandemic. Today, the alarm continues.”

Mental Health America reports that most people who take the organization’s online mental health screening test are under 18. According to the American Psychiatric Association, about 50% of cases of mental illness begin by age 14, and the tendency to develop depression and bipolar disorder nearly doubles from age 13 to age 18.

Such statistics demand attention and action, which is why experts say destigmatizing mental health and talking about it is so important.

“Today we see more people talking about mental health openly—in a way that is more akin to physical health,” says Champion. She adds that mental health support for young people is being more widely promoted, and kids and teens have greater access to resources, from their school counselors to support organizations.

Parents are encouraging this support too. More than two-thirds of American parents believe children should be introduced to wellness and mental health awareness in primary or middle school, according to a new Global Learner Survey from Pearson. Since early intervention is key to helping young people manage their mental health, these changes are positive developments.

In addition, more and more people in the public eye are sharing their personal mental health experiences as well, which can help inspire young people to open up and seek out the help they need.

“Many celebrities and influencers have come forward with their mental health stories, which can normalize the conversation, and is helpful for younger generations to understand that they are not alone,” says Champion.

That’s one reason Connections Academy is hosting a series of virtual Emotional Fitness talks with Olympic athletes who are alums of the virtual school during Mental Health Awareness Month. These talks are free, open to the public and include relatable topics such as success and failure, leadership, empowerment and authenticity. For instance, on May 18, Olympic women’s ice hockey player Lyndsey Fry will speak on finding your own style of confidence, and on May 25, Olympic figure skater Karen Chen will share advice for keeping calm under pressure.

Family support plays a huge role as well. While the pandemic has been challenging in and of itself, it has actually helped families identify mental health struggles as they’ve spent more time together.

“Parents gained greater insight into their child’s behavior and moods, how they interact with peers and teachers,” says Champion. “For many parents this was eye-opening and revealed the need to focus on mental health.”

It’s not always easy to tell if a teen is dealing with normal emotional ups and downs or if they need extra help, but there are some warning signs caregivers can watch for.

“Being attuned to your child’s mood, affect, school performance, and relationships with friends or significant others can help you gauge whether you are dealing with teenage normalcy or something bigger,” Champion says. Depending on a child’s age, parents should be looking for the following signs, which may be co-occurring:

  • Perpetual depressed mood
  • Rocky friend relationships
  • Spending a lot of time alone and refusing to participate in daily activities
  • Too much or not enough sleep
  • Not eating a regular diet
  • Intense fear or anxiety
  • Drug or alcohol use
  • Suicidal ideation (talking about being a burden or giving away possessions) or plans

“You know your child best. If you are unsure if your child is having a rough time or if there is something more serious going on, it is best to reach out to a counselor or doctor to be sure,” says Champion. “Always err on the side of caution.”

If it appears a student does need help, what next? Talking to a school counselor can be a good first step, since they are easily accessible and free to visit.

“Just getting students to talk about their struggles with a trusted adult is huge,” says Champion. “When I meet with students and/or their families, I work with them to help identify the issues they are facing. I listen and recommend next steps, such as referring families to mental health resources in their local areas.”

Just as parents would take their child to a doctor for a sprained ankle, they shouldn’t be afraid to ask for help if a child is struggling mentally or emotionally. Parents also need to realize that they may not be able to help them on their own, no matter how much love and support they have to offer.

“That is a hard concept to accept when parents can feel solely responsible for their child’s welfare and well-being,” says Champion. “The adage still stands—it takes a village to raise a child. Be sure you are surrounding yourself and your child with a great support system to help tackle life’s many challenges.”

That village can include everyone from close family to local community members to public figures. Helping young people learn to manage their mental health is a gift we can all contribute to, one that will serve them for a lifetime.

Join athletes, Connections Academy and Upworthy for candid discussions on mental health during Mental Health Awareness Month. Learn more and find resources here.

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