Absurdly Driven usually looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
I tend to be occasionally unconvinced about the wholesome, heartwarming intentions of multinational corporations.
Sometimes, indeed, it's the corporations with the warmest ads that have the chilliest and most ruthless managements.
Still, when customers put pressure on corporations to do good, the big, sometimes bad companies have to listen. Twitter can be very hurtful, after all.
Coca-Cola has often been an object of derision for its decades-long plastics-based pollution of souls and oceans.
Yet the company keeps trying to make strides, even if it sometimes argues that plastic bottles still exist precisely because consumers won't let go of them.
In Japan, the company owns the I Lohas water brand.
It seems, though, that every time it tries to make the brand more environmentally friendly, reality offers other ideas.
You see, I Lohas enjoys recyclable plastic bottles. Some consumers, however, complain that the minute you open them, they emit a merciless crackle.
Undeterred, Coca-Cola just released a quite surprising development for I Lohas: a bottle with no paper label.
Surely even the more strident of green warriors might offer a raised eyebrow of approval.
Then again, not necessarily. Even though the company made this apparent breakthrough, it could only do it by offering the bottles in a 24-pack. Yes, covered by a lot of cardboard.
If you want to buy an individual bottle, it will still have a paper label. Why? Because, as Sora News 24 reported, there's nowhere to put the barcode. Or the legal disclaimers.
Some consumers, of course, aren't moved. Some wonder why the barcode couldn't be put on the cap. Others insist they would never buy a 24-pack of small bottles.
Then there was this on Twitter:
It's just a way for them to reduce costs, disguised as eco-consciousness.
It all reminds me of the dilemma endured by Starbucks and other fast-food purveyors for so many years.
Consumers want recyclable cups. They also want those cups to keep their coffee reasonably warm. Which makes Starbucks cups not exactly recyclable, so much so that the company tried charging its British customers 5 pennies for every plastic-coated paper cup.
Yet, as the coronavirus crisis makes everyone -- well, almost everyone -- begin to consider their entire environment even more seriously, pressure on companies to do good will likely increase.
Even if there are longstanding systems that seem to stand in the way of swift change.
Once, environmentally friendly policies seemed almost drippy.
These days, they're essential. Even if people -- and the entire business system -- aren't yet entirely geared toward putting them first.