Analysis: How the ‘Circular Economy’ Went from Environmentalist Dream to Marketing Buzzword
At a conference in Seattle this summer, Coca-Cola set up shop in an exhibition hall to show off one of its most recent sustainability initiatives. A six-foot-tall interactive jukebox invited passersby to listen to “recycled records” — seven audio tracks that, according to Coca-Cola, represent the world’s first album made with recordings of the plastic recycling process.
The project, produced for Coca-Cola by the DJs Mark Ronson and Madlib, was meant to celebrate Coke’s decision to move from green to clear plastic bottles for three of its brands: Sprite, Fresca, and Seagram’s. Because clear plastic bottles are easier to recycle than green ones, Coca-Cola said they would advance a “closed-loop bottle-to-bottle economy” that uses materials more efficiently and creates less waste.