Michael Rada
4 min readDec 15, 2020

In the middle of November 2020, COCA-COLA company published a post on LINKEDIN announcing the seventh in row victory in sustainability rating among beverage companies.

The response was strong

Many asking HOW can this happen. Others placing images of COCA-COLA bottles and packaging in the ocean, beaches, forests, cities, and on the true landfills created by consumers from single-use bottles.

There was not a single response from the company to the complaints. Same silence from the company who awards since 1999 already the sustainability prices in DOW JONES SUSTAINABILITY INDICES.

When I look at the website of the company I found out that the only one to blame is the critics because the company decided nothing else than to create an “easy to read” manual for investors where the money will make more money:

The Dow Jones Sustainability Indices (DJSI) are a family of best-in-class benchmarks for investors…”

In fact, sustainability is just the end of the sentence

“… who have recognized that sustainable business practices are critical to generating long-term shareholder value and who wish to reflect their sustainability convictions in their investment portfolios.”

DJSI has nothing to do with companies' true environmental impact, it has nothing to do with the damage made, it just analyzes data provided by companies and seek growth potential.

Here is the link to the COMPANY responsible for the damage done to the brains of people and businesses by delivering hope in an envelope made from the wings of freshly born butterflies.

One of THE NEW PRETENDERS who helps to pretend the sustainability on a level of industrial standards and political decisions.

The company delivers EXCUSE FOR DAMAGE and DESTRUCTION

In 30 years of my business career, I have seen many similar on the walls of factories and companies. Certificates as proof that everything is fine and in line with the standards.

STANDARDS that nobody dares to doubt

STANDARDS everyone should follow without asking WHY and WHAT they deliver.

STANDARDS that become great income to all the well-known names of companies and corporations which value their one day work more than the salary of all workers in the same factory in one month.

To change the direction, we have to change the approach. We have to change the mindset of people and businesses and the change of education is the first step.

But we can not wait till the ones who are in schools and at the universities took places in businesses and factories, it will be too late, we have to change from inside out, from the factories to cut the STANDARD DIRECTION and change it from WASTEFUL WORLD TO WASTELESS WORLD.

INDUSTRY 5.0 does it since December 1st, 2015.

INDUSTRIAL UPCYCLING does it since 2013

Many do it for a much longer time not being listened to, for they are far to silent to be heard.

If we want to stop the EARTH to become GLOBAL LANDFILL

We have to stop to stick to OLD STANDARDS and create new ones. Standards that will not pretend, but reflect and support sustainability, not because it is green, but because its PROFIT is the LIFE and not just the MONEY.

I am doing that for a decade and for seven years my name and life are dedicated only to this one and only aim. So I am asking you, shortly before next CHRISTMAS, shortly before my own 49th birthday, shortly before the arrival of a NEW YEAR.





Michael Rada

I am HUMAN. This is the only title you can find after 30 years in business on my business card. Since 2013 I build wasteless world. I am founder of INDUSTRY 5.0