News

UK: Coca-Cola Enterprises targets "green casuals" in recycling drive

Most popular

Should Pernod dump wine, bunk up with Brown-Forman

Why Brown-Forman will be one of spirits' winners

The future of cannabis in the drinks industry

Retaliatory tariffs "wild card" for Brown-Forman

MORE

Coca-Cola Enterprises (CCE) is targeting a group of consumers it is referring to as “green casuals” that it believes can help boost recycling rates from packaging.

//i2.aroq.com/1/coca-cola_racks.jpg

Speaking at the Soft Drinks International conference today (17 May), Patrick McGuirk, CCE's recycling director, said the group consisted of people who have the right intentions for recycling, but was not matched by their actions.

“A lot of people have the best intentions and think of themselves as committed to recycling, but their actions do not show that,” he said.

“Green casuals are a key target group and are critical to improving target rates.”

He said the group were fashion conscious and self aware and responded to branding and advertising. 

But McGuirk said people have to be shown the benefits of re-cycling are “tangible and clear”. He added: “If you tell them it's all about global warming, they'll be less likely to recycle.”

Earlier, he pointed out that 75% of soft drinks packaging was now exposed of at home in the UK. 

CCE will also be stepping up its campaign to target “green casuals” at this summer's London Olympics, as it is official recycling partner of Locog. The company expects to recovery around 20million PET bottles at the Games.    


Related Content

Sustainability in Soft Drinks - Part II: Industry Engagement in Boosting Recycling

Sustainability in Soft Drinks - Part II: Industry Engagement in Boosting Recycling...

The Coca-Cola Co makes UK recycling promise amid pressure over plastic

The Coca-Cola Co makes UK recycling promise amid pressure over plastic...

Why the soft drinks category is trapped in a plastic corner - Sustainability Spotlight

Why the soft drinks category is trapped in a plastic corner - Sustainability Spotlight...

All eyes on Coca-Cola Enterprises' European bottlers merger for 2016 - Analysis

All eyes on Coca-Cola Enterprises' European bottlers merger for 2016 - Analysis ...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?