Coca‐Cola and the Fight against the Global Obesity Epidemic

Abstract

Coca‐Cola, the century‐old iconic brand associated with bringing happiness and harmony, is facing an ethical and financial dilemma as it attempts to balance its corporate needs with those of society. The soft drink industry as a whole, and Coke in particular, has received harsh criticism for contributing to the global obesity epidemic. Rising health concerns among consumers have resulted in a continuous decline in soda consumption in some key international markets. Considered one of the leading global brands and among the most admired corporations, Coca‐Cola claims it supports the fight against obesity, sponsoring campaigns, research, and initiatives to promote physical activities. However, critics assert the company has used deception and undue influence to dismiss the harmful effects of soda, similar to the tactics of the tobacco industry. Forced to respond to mounting criticism, Coca‐Cola must navigate between meeting shareholder demands and maintaining its reputation as a socially responsible organization. © 2017 Wiley Periodicals, Inc.

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