Today, on International Recycling Day (17 May 2017), Corona and Parley for the Oceans have announced a partnership to help end marine plastic pollution.
The long-term partnership launches with a plan to protect 100 Islands by 2020, starting in six key regions in different parts of the world – Mexico, Maldives, Australia, Chile, Italy and Dominican Republic.
An estimated 8m metric tons of plastic waste enter the oceans each year. The problem is found in every known ecosystem and at every level of the food chain. If current marine pollution trends continue, the oceans will contain more plastic than fish by the year 2050. The partners will protect these regions by implementing Parley’s creative, multidisciplinary approach and signature formula, the Parley AIR Strategy (Avoid, Intercept, Redesign).
“Plastic is a design failure. To raise awareness and immediately reduce the production of new plastic, we invented Ocean Plastic™ from upcycled marine debris and developed a formula for long-term change — the Parley AIR Strategy: Avoid plastic; Intercept plastic debris; Redesign materials, products and the ways we use them.”
Cyrill Gutsch, founder of Parley for the Oceans.“We are all connected to the sea. The state of our islands is a powerful reminder of that fact. Plastic trash travels around the world and washes up on the most remote beaches, enclosing paradise with a belt of colorful plastic debris.
“It makes you understand that something is dead wrong. Plastic is a design failure. To raise awareness and immediately reduce the production of new plastic, we invented Ocean Plastic™ from upcycled marine debris and developed a formula for long-term change — the Parley AIR Strategy: Avoid plastic; Intercept plastic debris; Redesign materials, products and the ways we use them.
Corona has been engaging local communities to do beach cleanups with an initiative called ‘Save the Beach’ in several countries around the world.
In addition to implementing Parley AIR, Corona and Parley are engaging like-minded ambassadors to represent the partnership in their countries. Australian actor, Chris Hemsworth, recently attended Parley Ocean School in the Maldives, where he witnessed the negative impact of plastic pollution on life underwater, on uninhabited islands and in local communities.
Chris Hemsworth said: “I’ve spent a large part of my life in and around the ocean, it’s where a lot of my happiest memories came from. If I had anxieties or worries, I’d head to the ocean and it was always the place where I could reset and be 100% present.
“My experience in the Maldives made it obvious how our short-term use of plastic has a long-term damaging effect on our oceans. I’m thrilled to be a part of this program, because I want to inspire people to find a solution and protect the world’s oceans so future generations can enjoy them like I do.”
Beyond protecting 100 Islands, Corona will implement a plastic conscious philosophy across all aspects of the brand by adopting the Parley AIR Strategy. This process will start with an assessment of the brand’s supply chain, leading to a long-term innovation pipeline to reduce and eventually replace plastic items that are currently in use. Additionally, there will be a focus on employee education and reduction of plastic use at all brand activations and events.
An immediate action is to a redesign one of the brand’s biggest global programs, Corona Sunsets – a series of festivals and events occurring worldwide – to not only align with the Parley AIR Strategy, but also to leverage the occasion as a means of educating more than 350,000 consumers a year.