Op-ed: The Paris Olympics can be a massive opportunity for the global reuse movement. Will Coca-Cola and others step up?

It’s a good bet that you have not heard the news. During the Paris 2024 Olympics and Paralympics, beverages served to the millions of spectators attending the games will be in reusable cups. The fact that this is happening on such a large scale on the world’s most visible stage shows that it’s possible to move away from single-use at similar events worldwide and truly begin a global reuse movement that mitigates plastic waste.

It is critical for the oceans, which are being devastated by plastic pollution, that we transition to reuse quickly. Just a 10-percentage point increase in reusable beverage packaging by 2030 globally could eliminate over one trillion single-use plastic bottles and cups, according to an estimate calculated by Oceana using global non-alcoholic ready-to-drink (NARTD) beverage market data obtained from GlobalData and market data on disposable cups obtained from Mordor Intelligence.

This shift could prevent up to 153 billion plastic containers from reaching the world’s waterways and seas. Unfortunately, the Paris Olympics and its key sponsor, Coca-Cola, may be on the verge of missing this opportunity.

Two ways to make an impact

First, there’s the lack of promotion of this remarkable large-scale proof of reuse. Coca-Cola pledged two years ago to have 25% of everything it sells be in reusable packaging by 2030 (up from 16% in 2020). However, the Coca-Cola Company’s latest (2022) business and sustainability report showed that approximately 14% of its total beverage volume was served in reusable packaging in 2022. This suggests that little progress has been made toward its commitment.

You would think that the company recently named the largest known contributor to global branded plastic pollution would be shouting from the famous Paris rooftops that they’re part of this massive reuse project at the Olympics.

Unfortunately, Coca-Cola has yet to roll out a major, global commercial campaign around reuse. Does the company want its customers and others to know that this is happening and could happen at future Olympics and elsewhere around the world?

Second, there’s the decision by the Olympics and its vendors and partners to, absurdly, have a very large percentage of the drinks sold poured into reusable cups from single-use plastic bottles. While 9.6 million beverages will be served across all participants without single-use plastic (from soda fountain machines or returnable glass bottles), according to the Paris 2024 Organizing Committee, 6.2 million of the beverages served to spectators in reusable cups will be poured from single-use bottles made with recycled plastic. In addition, an estimated 2.2 million single-use plastic bottles will be provided to athletes, again according to information provided by the Paris 2024 Organizing Committee following a request by Oceana.

So, when a visitor to the Olympics buys a drink, there’s a very good chance that they’ll see the person behind the counter grab a plastic bottle containing their drink of choice, and then pour it into a reusable cup before discarding that plastic bottle (into a recycling bin).

While this decision to use so many single-use plastic bottles is reportedly related to operational considerations, it’s also worth noting that Coca-Cola is also heavily promoting its single-use plastic bottles with 100% recycled content around the world.

The reality of recycling plastic

Recycling, and using more single-use packaging with recycled content, will not solve the global plastic pollution crisis. Plastic cannot be infinitely recycled, as the plastic recycling process degrades the material, meaning it can generally only be reused once or twice. The recycling process releases microplastics into the environment, and scientists have found that plastic packaging with recycled content can contain an even higher amount of chemicals that are harmful to human health.

Additionally, the fact that a plastic bottle or cup is made with recycled content does not prevent it from becoming litter and plastic pollution in the ocean. On the positive side, Coca-Cola has reported that 93% of their reusable beverage packaging is collected to be reused, and Live Nation, TURN, and R. World have reported that they’ve seen cup return rates of 90% or more.

Many local environmental groups in France and elsewhere are outraged by the use of so much single-use plastic and are calling out Coca-Cola for greenwashing.

Oceana is concerned about the failure of the Coca-Cola Company, its local bottler Coca-Cola Europacific Partners (CCEP), and others to make this opportunity a shining example of what is possible for reuse. This is why Oceana has joined Sailors for the Sea and over 100 leading NGOs, Olympians, and elite athletes in sending a letter to Coca-Cola, CCEP, and Pepsi, calling on them to commit to implementing reuse at future major events. The athletes who form the heart of the Olympic movement get it—we need more reusable packaging and less single-use plastic.

We hope that Coca-Cola, CCEP, Pepsi, and event organizers around the world also get it and commit to reuse—in the right way—at future Olympic games, other major sporting events, and wherever it is possible to use reusable packaging. This means not including single-use plastic bottles as part of a reuse system and taking the necessary steps to maximize collection rates.

It is clear that reusable packaging systems, when done right, can dramatically reduce plastic waste—and plastic pollution. This is why the oceans need Coca-Cola and its partners to truly commit to reuse.

Editor’s note: We reached out to Coca-Cola and a spokesperson shared this comment: “We care about the impact of every drink we sell. Our packaging goals aim to help reduce waste and increase reuse across the Coca-Cola system. In 2022, approximately 14% of total beverage volume was served in reusable packaging, showcasing progress toward our goal to have at least 25% of our beverages worldwide by volume sold in refillable/ returnable glass or plastic bottles or in fountain dispensers with reusable packaging by 2030.

At the Paris 2024 Olympic & Paralympic Games, depending on technical feasibility of the sites, we will serve drinks from fountains in reusable cups under deposit to support high collection, returnable glass bottles, and plastic bottles made with recycled materials (excluding cap and label). We will provide each athlete with two refillable bottles, and volunteers and staff will also receive a refillable bottle. During the Olympic Games, we will also work to collect bottles to facilitate their recycling to help reduce waste.

We know more must be done. We will continue to collaborate across industries to share learnings and innovate.“