Coca-Cola is one of the most popular soft drinks in the world. Well-known for its iconic red branding, this fan favorite has been gracing the shelves of stores since 1886. While it comes from humble beginnings in Atlanta, Georgia Coca-Cola has become a global soft drink sensation; their plethora of products has made a tremendous profit. According to company reports, they made $215 million in just the first quarter of 2024. While the numbers certainly support Coca-Cola’s success, some consumers are starting to question the moral compass of the globally influential brand.
Along with countless other popular companies, Coca-Cola is being put in the hot seat. With the ongoing ban on DEI on the federal level, many companies are choosing to follow suit. Some are sticking with inclusive initiatives but overall those seemingly anti-DEI are getting the most attention. These companies are either altogether getting rid of their diversity initiatives or making significant changes to company policy in favor of the Trump administration’s ban. Although many people are die-hard fans of their beverages, some consumers are considering turning away from the brand based on Coca-Cola’s DEI standpoint.
What Is Coca-Cola’s Stance On DEI?
Much of the buzz online has been about where Coca-Cola’s loyalty lies: consumerism or the customer. Although they have a standard corporate website page about their general DEI outlook, they are not restating their commitments. The company already has ongoing boycotts being staged concerning other ethical issues. Namely, some consumers are avoiding the company for its financial and organizational investment in what they deem to be unethical causes, like ties to the Israeli-Palestinian conflict. So, on top of the public backlash for donations to far-right organizations, Coca-Cola has to deal with DEI concerns. The big problem is that executives have been pretty quiet about the matter, leading the public to believe the worst.
Despite the widespread uproar surrounding the subject of DEI, the company has yet to release a public statement. Many people are assuming they do not plan to release a statement unless majorly pressured since the silence has gone on so long. Additionally, a large majority of the public backlash comes from the Latino community. In the wake of Trump’s commitment to carry out the largest deportation of undocumented immigrants ever, people are keeping an eye on the company’s involvement with him. Coca-Cola’s substantial brand presence in Mexico in particular has consumer’s side-eyeing them. Mexico’s per capita consumption of Coca-Cola’s beverages is the highest in the world; knowing this, a boycott will surely make a difference eventually.
The Coke Vs. Pepsi Debate Is Back
There have even been reports on the company’s contributions to political movements. In 2024, Coca-Cola donated $50,000 to Make America Great Again Inc. which turns out to be linked to Trump’s campaign. Over the year the company donated a total of $110,660 to candidates in both the Democratic and Republican parties. Technically, according to Open Secrets, Republicans received more funds. This was followed by the company’s gift to Trump upon his inauguration. The CEO of the Coca-Cola Company personally delivered a commemorative inauguration Coke bottle to the new president. It became the first ever customized presidential commemorative Coke bottle since the company changed it to Diet, which is a favorite of POTUS’.
On top of that, there have been rumors about the company firing or reporting immigrant workers to ICE. These allegations have yet to be confirmed or denied but consumers are not happy with the company’s lack of clarification. There are a significant number of people who are either switching to Pepsi or not drinking Coke anymore. Online there is a running joke that “Pepsi has always been better” due to Coca-Cola’s antics. Time will only tell what impacts this might have on the company’s profits and brand reputation.
