Environmental Sustainability, Sugar Consumption, and SodaStream

Environmental Sustainability, Sugar Consumption, and SodaStream

  • Case
  • Teaching Notes

SodaStream manufactures and sells a device for creating carbonated flavored beverages at home. It became an Israeli company in 1998. The Israeli leadership of the firm thought that reducing plastic waste would be a good marketing tool given that SodaStream does not use disposable bottles. The specific focus was reduction of plastic waste, contained within the broader concept of environmental sustainability. The company ran advertisements that were pointedly critical of large beverage companies that used disposable plastic bottles. The message to the consumer was: waste less plastic by using SodaStream and thereby support environmental sustainability. Would environmental sustainability make SodaStream the choice of consumers who were concerned about plastic waste? Some environmentally-concerned consumers would see SodaStream as beneficial in this regard, but the mass market ...

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