A global movement, created to inspire and educate people about recycling, is about to begin. According to Coca-Cola, will.i.am took part in this action, collaborating with Beats by Dr. Dre and New Era.
ECOCYCLE is a brand supposed to encourage and educate consumers about recycling. ECOCYCLE helps consumers to identify recyclable materials and learn how those materials can be used afterwards.
“With the EKOCYCLE brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” said global musical artist and producer, will.i.am. “By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Company shares this vision and together working with local communities worldwide we will showcase the greater value of recycling, as well as selecting products that feature recycled materials.”
As a part of this movement, products made from recycled materials will be presented, thanks to Beats by Dr. Dre and New Era, who are the first brand partners to join the ECOCYCLE brand initiative.
“The EKOCYCLE brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability,” said Bea Perez, vice president and chief sustainability officer, TheCoca-Cola Company. “Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire. Today’s generation of young consumers represents an active force and the EKOCYCLE brand aims to be a driver in rallying their support and efforts around a global sustainability movement.”
Profits from this brand will be donated to organizations supporting recycling and community improving. $1 million will be a minimum financial commitment over the next five years, as well as the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation.
Earth911, host of the largest recycling directory in the U.S., made interactive recycling directory accessible for users at EKOCYCLE.com,
“Recycling is one of the easiest sustainable actions consumers can take, but without real-time access to local options, people are often left confused and frustrated,” said Raquel Fagan, vice president of media for Earth911. “The EKOCYCLE brand initiative takes a forward-thinking approach and demonstrates how companies can play a role in eliminating this confusion and empowering consumers.”
August 1 is the day of EKOCYCLE brand premiere. During the telecast of Summer Olympic Games, 60 television commercials will be aired. Also, consumers will have a chance to purchase ECOCYCLE products, like New Era hats and Beats by Dr. Dre headphones.