Coca-Cola has expressed their desire to be more "green" by focusing on recycling of their Coke bottles. Coca-Cola is planning on building a $45 million plastics recycling plant in South Carolina setting the company's goal as having every bottle it sells in the U.S. either recycled or reused. Currently, the company estimates that approximately 10% of its plastic bottles are recycled. 
 

Green Marketing has been quite successful using traditional advertising however it is likely that marketing will take on a new form in the use of "citizen marketers". Citizen marketeing is also known as peer to peer marketing - a way of having regular people push their brands, products, services and companies onto their friends and peers. A type of evangelism. Citizen marketing has proven to be quite effective and in the green world allows companies to avoid accusations of greenwashing as they are not advertising but instead their "brandgelists" are spreading the message.
 

Corporate Citizenship is important in any company and more executives are taking note. However, a recent survey by the Boston College Center for Corporate Citizenship shows that executives are disconnected from what they are saying and what they are doing. There also appears to be a disconnect between what the executives think and what the public thinks. Here are some of the findings:1