Before we get into the content of this article, we just want to make it clear that we are not supporters of the work of Coca-Cola in any way. The health implications of the products which they have created are horrendous and have shown a great disregard for the health of their consumers. In the last few years, there has been an enormous decline in soda consumption with some sales that hit a 30 year low in 2017 and the profit of Coca-Cola dropped by 55%. What this actually shows is that consumers have the power to affect the way in which corporations behave with our buying decisions.
Nowadays, people are becoming smart to the fact that sugar, as well as artificial sweeteners, are terrible for our health when frequency consumed, and as a result, Coca-Cola has launched a competition in which they offered 1 million dollars to whoever can create a sugar replacement.
Coca-Cola also launched the competition by using the crowd-sourcing platform HeroX.
According to their website, they seek “a naturally sourced, as well as safe, low-or no-calories compound which creates the taste sensation of sugar when used in beverages.” They have also revealed that “one grand prize winner is going to be awarded $1 million in October this year.”
Coca-Cola has already created some drinks that are sweetened with stevia, but this has still not produced the results which they were hoping to. Robert Long, the senior vice president, as well as chief innovation officer at Coca-Cola, has said that the company is pleased with the low-and no-calorie sweeteners it uses. But, the company has to continue to innovate, “as well as keep looking for new beverage ingredients to meet consumers’ evolving tastes and lifestyles.”
Such ideas set a precedent for consumers, and they also show that they have the power to change the behavior of the largest, as well as richest corporations on the planet through our demand. This can also work for the conflict minerals which we have in our smart devices, the rainforest being cut down for resources which could be ethically and responsible sources. The oil which we continue to use, despite the renewable alternatives, as well as the child labor which goes into a lot of different products from our food to our clothes.
Corporations are suppliers and should we demand better alternatives, they are going to have no choice but to provide them.