# Ingenious Eco Displays Coca-Cola Green Initiative Set to Spark Green Arms Race By Christopher DeLuca | Published 2011-05-20 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/coca-cola-green-initiative References: [core77](http://www.core77.com/blog/business/coca-colas_give_it_back_green_initiative_19373.asp?) & [greendiary](http://www.greendiary.com/entry/coca-cola-s-pop-up-green-initiative/) The [Coca-Cola](https://www.trendhunter.com/trends/coca-cola-products-recyclable) green initiative called 'Give it Back' might be a catalyst in how brands approach the [design of their packaging](https://www.trendhunter.com/trends/coop-sustainable-packaging). The 'Give it Back' initiative uses [cardboard as the basis](https://www.trendhunter.com/trends/elopak-paperboard) for the shelving unit and asks retailers to return the shelves to the soft drink manufacturer when they are done. What is really interesting about this Coca-Cola green initiative is that it has elected to have the unfinished edges exposed on the cardboard structure. Leaving the edges unfinished is a bold move that calls attention to the structure. By doing so, the soft drink manufacturer is saying that the material is good enough for it. Such a bold move might encourage other companies to think about their products own life spans. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 85% | Activity: 89% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Sustainable Packaging:** The 'Give it Back' initiative by Coca-Cola sparks a green arms race in how brands approach the design of their packaging, opening up opportunities for innovative sustainable packaging solutions. - **Circular Economy:** Coca-Cola's 'Give it Back' initiative, which asks retailers to return the shelves to the soft drink manufacturer, highlights the potential for a circular economy model in industries that rely on temporary display units. - **Material Reuse:** The unfinished edges on Coca-Cola's cardboard shelving structure demonstrate the potential for material reuse in various industries, leading to innovative ways of utilizing and repurposing resources. ### Who This Affects Most - **Beverage Packaging:** The Coca-Cola green initiative signals a disruptive innovation opportunity in the beverage packaging industry by encouraging other companies to adopt sustainable packaging designs and materials. - **Retail Display:** Coca-Cola's 'Give it Back' initiative sets an example for the retail display industry, presenting an opportunity to create more eco-friendly and reusable display units. - **Circulation Logistics:** The need for retailers to return the shelves to Coca-Cola opens up a disruptive innovation opportunity in the circulation logistics industry, requiring efficient and cost-effective reverse supply chain systems. ## Related on Trend Hunter - [Beverage Company Sustainability Initiatives](https://www.trendhunter.com/trends/coca-cola-products-recyclable.md) - [Recycled Plastic Bottle Campaigns](https://www.trendhunter.com/trends/toss-in-take-out.md) - [Ergonomic Eco-Friendly Drink Packaging](https://www.trendhunter.com/trends/tetra-prisma-aseptic-300-edge.md) - [Transparent Soda Bottle Packaging](https://www.trendhunter.com/trends/green-bottle.md) - [Recyclable Label-Free Soda Packaging](https://www.trendhunter.com/trends/sprite-bottles.md) - [Cocoa Bean-Based Display Units](https://www.trendhunter.com/trends/cocoa-cardboard.md) - [Green Cosmetics Concept Stores](https://www.trendhunter.com/trends/innisfree-store.md) - [Eco-Friendly Soda Bottle Caps](https://www.trendhunter.com/trends/cocacola-uk.md) - [Sustainable Festival Stands](https://www.trendhunter.com/trends/mentos-pure-fresh-gum-stand.md)