The expansion of the Plastic Recycling Programme (PReP 2.0) by The Coca-Cola Foundation and TechnoServe signals a deeper shift: sustainability is now a brand growth strategy – not just compliance.
From Waste to Economic Value
With Nigeria generating over 2.5 million tonnes of plastic waste annually, the initiative addresses:
- Environmental risk
- Informal sector inefficiencies
- Youth unemployment
Strategic Brand Positioning
1. Coca-Cola: From Beverage to Ecosystem Builder
By investing in recycling infrastructure, the brand positions itself as:
- A circular economy leader
- A community impact driver
2. TechnoServe: Development as Market Creation
The organisation bridges:
- Environmental sustainability
- Entrepreneurship
- Livelihood creation
Measurable Impact
- 59,000+ tonnes of plastic already diverted
- 10,000+ livelihoods impacted
- 2,400 additional jobs targeted in Phase 2
BrandiQ Insight
This is a textbook example of shared value creation:
- Communities gain jobs
- Environment improves
- Brand perception strengthens
In emerging markets, brands that align profit with purpose will dominate long-term relevance.
