also foreman that didn't bring to the epidemic of the twentieth century plastic. the. plastic pollution is littering beaches and endangering certain species of animals no matter how remote or out of reach. in this elaborate tree in the north of the occupied ago scientists study marine animals not plastic at least in theory. no idea what that is. but it's certainly plastic. and jessica perelman is a biologist accustomed to finding plastic in fish stomachs she has started a very unique collection. casually often plastic bags. and this was all

coiled up at the stomach when i found it had no idea what it was and i all that it just. or did you react when i'm this installment i was shocked i started you know documenting it measuring it taking photos showing whoever else was around in the lab and we were kind of. we were just you know shocked to think that that these fish are are really ingesting this i mean. to her disbelief the scientist has found plastic in the unlikely specimen known as the fish. the young one was not expecting such a surprising discovery when she began this piece is. fish lives at a depth of about two hundred to four hundred meters and they're clearly coming in contact with plastic and it appears that plastic is truly

a deeper problem that we might have imagined. even swimming at these depths fish manages to swallow trivial plastic objects. i mean occasionally you might find a brand name such as this. bottle label. what is this so this is a label from a water bottle dishonored bottle clearly and found amongst the lancet. is a. design design is a pretty well known. bottled water company. you know finding finding a label such as this in the stomachs makes it that easy to determine where you know where it may have originated. this is always more to things than just. just want to look. in front sonny is

one of the world's best selling brands. and if you're not familiar with you will certainly know the name of the group behind it the coca-cola company. everyone knows coca-cola but not everyone necessarily knows that the group is in china. dozens of other brands just on the as part of the coca-cola company and sprite two there is also minute maid powerade and of course one of the company's flagship brands. every year the group sells more than one hundred twenty billion bottles across the globe that's almost the bottles the second and this mass production is creating a devastating mass pollution. in

january twenty eighth in the multinational made a bold announcement by twenty thirty the brand is promising a world without waste. and its james quincey coca-cola c.e.o. who is leading the movement. what we need to create is the circular color we need to create value for that there's absolutely doable a world without waste thanks to unlimited plastic recycling but how reliable are the promises that this multinational can recycling really make this problem go away . with plastic becoming a global catastrophe reinvestigated the company's promises and on competence secret strategy which contradicts that convincing prejudice and none of us will have a link to say five doctors just starting over affect the political philosophy for decades the multinational has been aware of the damage that it's plastic bottles

off capable of causing but responsibility has never appeared to pull along then. what is the reason behind this because ultimately it means it means higher costs for them in africa far from the soda giants american headquarters we are going to expose the truth behind the so-called recycling economy that coke is trying to promote in the somebody who. only going to see. it proceed at this particular motel yet again that's a night to. come on one last drink for the road welcome to the wonderful world of the plastic promises if the coca-cola company.

coca-cola and plastic have a longstanding relationship and one that is full of surprises. to find out more we traveled to the united states to meet a man who is well informed on the subject he lives in this small house in the dinner. i got back nice and you nice to meet you yes please welcome to america you know this is going to five. and then i doubt what i have to drive is good that i wanted to run and yeah. but elmo is a historian. he's the author of a book about coca-cola a best seller it retraces the multinationals and time environmentalists strategy particularly from the sixty's on woods when plastic began to revolutionize consumer society we began to see massive amounts of litter piling up around the

country coca-cola tried to respond to this wow we're getting blamed for all this aluminum waste all this ultimately plastic waste what do we do and one of the things they did was partner with a organization called keep america beautiful what do you here keep america beautiful you think like wow this sounds like an organization. started by a bunch of kind of bearded environmentalist or at least that's what i thought. you know because you see this sign everywhere in the united states still a very present organization but it was founded surprisingly by the beverage brewing in canning and packaging industries right the idea was that let's tell consumers there are the bad ones they're the litterbug they're throwing us away industry should be blamed for all of this waste. and so this native american looking like a character from an old western makes the keep america beautiful and huge that sense

some people. are bright. as one species. and this guy throws in his car he throws the packaging waist down it is feet and then and this great camera man lists the camera up towards the crying indians face and there's a tear in the snare and it comes on the screen and says. people start pollution people can stop it right and it's this message of. consumers are the problem right not us industry but consumers are. since the success of this advert in the us in the seventy's keep america beautiful has branched out. now there are organizations throughout the world

designed using the exact same model and who is backed by the company with the red and white logo. one to stand how coca-cola is recycling its reliable old consumer guru technique we have to go to their son i not to the chateau but to an event that is being held at the town. it is an important conference with several elected officials from all over europe and they're here to speak about the plan in this at their talents and it's serious stuff they're even discussing the color of that trash cans and that every town. hall meeting. that he immediately has. to conclude the meeting

the guest of honor makes a speech this time it's the director of keep scotland beautiful an association partly financed by coca-cola like keep america beautiful and it seems derek robertson is a plan of soda. and listen closely some of his slip ups are extremely telling. i have a clear well known issue and saw enough to. get yes. as it does here we care and want to hire she. bendish as well to stop thinking into something by. the emphasizing individual rather than collective responsibility clearly nothing has changed since the advertisement of the native american crime. i assume that you

were drinking coca-cola this morning is the single use bottled plastic of the problem today. plastic plastic packaging has a very useful function in society and we need to we need to remember that the photos are very creative they are very very useful and they obviously perform a function as important as how you me again as individuals dispose of these packages so coca-cola for example one of the packaging rightly want to be ready to get it fiery safely i mean use it. what you don't want is a and then environment according to the head of an association which claims to fight against pollution coca-cola is supposedly the example to follow but does he admit to being financed by the american multinationals he asked the question a few minutes later who is financing your targets are. going to some us are cut out of you but if i miss you. would you want to drink here i don't know i mean i'm

asking you these are judged to be in jail especially seeing my own guys asian and scotland as my digital ok i'm fundamentally fruitarian committee it's about will i volunteer my saying ok. by asking the finance question we have identified it touchy subject the conflict of interest in this book of conflicts of interest do you think there's going to ensure that our city of thing you are trying to create a measure of our conflict of interest about one thing you're trying to do you think there is one. we are as one source are you have sponsors again that's it's a different model but i'm over to start explaining her child isn't that the secret to her doing and good humor terakhir you so if you were to see see what it says. into a house or says i want this christ current discourse rest policies and they hire an express and some companies and some company time. but i want to join more than a. mcdonald's bring us starbucks. for some free or some big

brand names. we had to insist since the sixty's coca-cola has been painting the way for other multinationals. in twenty forty you know bloody revolution of you tube clip the demonstrations going from being relatively peaceful political protests to be creasing the violent revolution is always spontaneous or is it your style or here i mean your list put video at three in the new bill is that i mean you split needle the former ukrainian president recalls the events of twenty fourteen. of those who took part in this

shit over five billion dollars to assist ukraine in these and other goals that will ensure a secure and prosperous and democratic. and twenty first century all that it's also as good as some some elements of the day and the moment you it is on to people would like to interact to the table which is happening to the individual and using their intelligence to facebook's would be to another were interacting with political events and judging to it so i took it from the post seeing the results. during the great depression which i'm old enough to remember there was most of my family were employed working class other wasn't it was bad you know much worse

objectively than today but there was an expectation that things were going to get better. there was a real sense of hopefulness there isn't today today's america was shaped by the ten principles of concentration of wealth and power. reduced democracy attack solidarity engineer elections manufacture consent and other principles according to no on chomsky one set of rules for the rich opposite several from. that's what happens when you put our into the hands of a narrow sector of will switch will is dedicated to increasing power for chills just as you'd expect one of the most influential intellectuals of our time speaks about the modern civilization of america.

but what if the soda giant really had decided to change a few months ago upon launching its program for a world without waste the company announced a set of very ambitious measures to resolve the plastic pollution problem but coca-cola the solution is recycling the concept is simple collect used bottles to make new ones out of them. coca-cola promises to put fifty percent recycled plastic in its bottles by twenty thirty and that's on the global scale. is absolutely doable is a model left of the china's and other parts of the world on how to create a. value out of plastic and get it we used to. of course that would be great news. but with all that we have learned about the company's strategies we wanted to check how often they actually keep their promises the american company

has been promising to make bottles out of recycled plastic begins take the year two thousand and eight for example in its report on sustainable development coca-cola announced that it wanted to put twenty five percent recycled plastic in all of its bottles by twenty fifteen. for a long time we sought to find any trace of this in the report from twenty fifteen. the company never clearly states whether or not that promise was kept we end up finding a single ticket twelve point four percent at first glance it's easy to believe that this is the percentage of recycled plastic used by coca-cola but after taking a closer look twelve point four percent turns out to be the total percentage of recycled and renewable materials used the problem is that recycled and renewable

plastic are two very different things. to decrypt the soda giants jargon we arranged a meeting with an ngo that has been interested in the coca-cola group for a long time. l.n. bush is a specialist in ocean pollution and she's going to explain how the multinational twists words and statistics. cook out at bell labs sid that's a good project just sort of the visit of the mice i mean unless they are a little. bit. of a country. so let's go. back to the eleventh renewable plastic is essentially plastic made from a plant base but it's still plastic and therefore it's still bad for the environment that clears up the words now let's move on to the statistics.

not seven. so sixty. sets for the plastic or sickly. or leaves day when you get a special project a fundamental difference and we are clearly very far from the target from the n.g.'s point of view coca-cola is recycling targets are first and foremost a marketing ploy to ensure that the consumer keeps buying their plastic bottles. it's. a whole lot of us you clash. nato corelate secure. sabbats would hazard a shoot down that sanju would have called you so class tele. the pull of college costs. says to the. coca-cola subtle statistical

distortions are bad but the worst is yet to come. we uncovered something far worse in this envelope which contains dozens of letters and internal records from coca-cola these documents should have remained confidential but they were published anonymously on the internet a few months ago we carefully sifted through all the information and found that we could not be further from the ambitious a world without waste slogan. amidst the mass of information this document caught our attention it's dated from twenty sixteen and signed by the coca-cola as a law being manager in brussels. the bullet points are all the measures that europe could adopt but which do not coincide with coca cola's interests. in the next we find carbon

pricing restrictions on the usage of caffeine and eat you ban of advertising to children under twelve. in other words anything that could lower the company's turnover figure on the right there's a circle entitled fight back these are all the european measures that coca-cola has decided to fight against through lobbying. and amongst the measures that coca-cola downright refuses we find increased collection and recycling targets. you heard it coca-cola wants to fight against increased recycling targets in europe

they're promising the exact opposite in their public pledges. other talent. sit out. in that fight back category we also discovered that the company wants to fight against the deposit system. this is one of the systems that is actually effective in combating pollution and the oldest in the game are well aware of this . deposit system works like this when you buy your drink you pay let's say a euro for it and you also pay an extra charge the deposit let's say twenty cents per bottle in total it'd cost you one euro twenty but if you bring back the bottle you'd get your twenty cents back and so all of a sudden no one wants to throw their bottles away anymore.

and what is most ironic is that the returnable bottle is virtually how coca-cola began in the fifty's a bottle of coke was not always served by a pin up girl instead it was served in a glass bottle with a deposit. so once empty the bottles would go back to the factory where they would be washed and reused this creates significantly less waste for the environment. the system worked very well but coke decided to put an end to it and use plastic instead completely disregarding one particular scientist's recommendations. would you like to know how coke decided to get rid of the return of the old bottle that the company has at. attempted to keep this story from getting out but we tracked down the only man able to tell it. today he is enjoying a discreet trip time and ten michigan in the united states i'm going to give it to

reach him nice to me it's merely thank you very much for a look on our precentor thank you thank you very much. and this gentleman is called a send down a he what of the american environmentalists agency familias he's also the first engineer in the world to investigate the ecological impact of coca-cola bottles. that does a very mutation there are smaller the typical quote battles about this this big green translucent all risk plus. all these close. down a is referring to the beginning of the seventies. that was when the coca-cola company began to show an interest in plastic and to reach out to him. what they wanted to know is if you take into account all other and environmental impacts on

nature what is the best system the engineer works for over a year comparing the environmentalists impact of gloss bottles to that of any minium cans and plastic bottles he costs analyzes the data makes graphs does complex calculations and he finally comes to this conclusion a glance at the table shows that the returnable glass bottle provided it breaks through fifteen trips before it is discard is the ecological container proposed also. thanks to this report the coca-cola company knows full well at the start of the seventy's that return apple gloss pollutes significantly less than plastic. but the company would never publicly shed this information. we put this together for them. they didn't publish it you know why.

they were not interested in it have airing the public see. the total picture why because they want to keep it in keep it quiet as to which way they were going to go . this is the new life wait plastic. i watch them slowly introducing the plastic bottles easy go. for toronto i even remember clearly one time going to hold going allman to same to bridget my wife as they go into the plaster bottle told you they would and they are not growing it's just a first step soo nice that ten eco plastic bottles playlist and one glass bottle. with this add that for its new plastic bottle released in one thousand nine hundred seventy five coca-cola various asked and honest report once and for all.

it's life's tough it's easy to let. the american company never looks back coca-cola imposes its plastic bottle everywhere and then isn't the only one flooding the market it's a tidal wave from the eighty's on with plastic devastates beaches. and the first ecologists begin to protest against pollution. certain american states consider a forced return of the deposit. little do they know the company's immense power. coca-cola has been a significant force behind. fighting legislation that would put deposits on containers or put some kind of price on packaging waste there are newsletters that talk about all the successes that coca-cola is having

around the country and it's almost like this great you know celebration letter every day every week we defeated this deposit system in this state and we defeated it here why do you think they were fighting so hard against oppose that system want is the reason behind this because ultimately it means higher costs for them in the end this was a way of this was forcing them to internalize their pollution costs this was a market mechanism that's very smart to try and get industry to recognize that you have to deal with this waste. you're relying on data that is not very well. find like g.d.p. number of the gross domestic product number it is notorious for being very full pay

and it doesn't really give a picture that you can draw any minute inclusions from a that's true of almost every number that's produced by the government because it behooves them to control the data because the data controls the algorithms and the indexes. this is a pretty this sort of goal to see whether it's just pushed muddy. who would be the money would be needed it wasn't a group of the. losing is its appeal is a couple of the guilty of that all laong solicitor going to bring in the management of that it's a little bit still a study in that you'll. enough well it was pretty clear way that was a. kind of what you stated which could. be done long ago. i thought.

here i do you mean you're learning. the lead here so my looked up from lute subash i did in the clue which are preferred america. or do. it.