This article in the April 2006 issue of Japan for Sustainability Newsletter (issue #044) describes Mikuni Coca-Cola's attempt to balance profits with social responsibility. Of the 10 "promises" in an 80-page action plan, six relate to the environment, including reducing "water and energy use, and waste creation." Although the shift towards tea beverages has increased energy usage, Coca-Cola has reduced CO2 emissions by 15,000 tons through conversion to natural gas, co-generation and energy from biomass.
Coca-Cola has taken a systems approach, taking into account the full life-cycle of the product from manufacturing through to vending. It also recognizes the importance of communication with customers to close the loop through collection and recycling programs, using this as an opportunity to increase face-to-face communication and deliver environmental education.