Coca‐Cola and the Fight against the Global Obesity Epidemic

• Author: David Gertner,Laura Rifkin
• Date: 01 March 2018
• DOI: http://doi.org/10.1002/tie.21888
• Published date: 01 March 2018

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Published online in Wiley Online Library (wileyonlinelibrary.com)

© 2017 Wiley Periodicals, Inc. • DOI: 10.1002/tie.21888

Correspondence to: David Gertner, PhD, Northwestern University, Associate Professor of Marketing, Lubin School of Business, Pace University–New York, 861

Bedford Road, Pleasantville, NY 10570, 914 773 3997 (phone), 914 773 3908 (fax), dgertner@pace.edu

Coca-Cola and the

Fight against the Global

Obesity Epidemic

By

David Gertner

Laura Rifkin

Coca-Cola, the century-old iconic brand associated with bringing happiness and harmony, is facing an

ethical and  nancial 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  ght against

obesity, sponsoring campaigns, research, and initiatives to promote physical activities. However, critics

assert the company has used deception and undue in uence 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 respon-

sible organization. © 2017 Wiley Periodicals, Inc.

Introduction

T he obesity epidemic is one of the most critical

global public health problems of the twenty-first

century (World Health Organization/Europe,

2016 ). In 2013, there were 42 million overweight or

obese children in the world and in 2014, nearly 2 billion

adults, almost 40% of the 18-years-and-older population,

were overweight or obese (World Health Organization,

2015a ). Identifying the causes and grasping the complex-

ity of this epidemic is far more challenging than merely

describing it.

Numerous biological, chemical, psychological, and

social factors have been associated with overweight and

obesity, including lifestyle, level of physical activity, the

environment, genes, family history, health conditions,

medicine, smoking, age, pregnancy, lack of sleep, and

emotional state (National Heart, Lung, and Blood Insti-

CASE STUDY