What is it about?
One of Nestlé’s most lucrative and successful product lines was bottled water. In 2021, Mark Schneider, Nestlé CEO sold their North American water business as part of a strategic realignment. By retaining only its premium water brands, Nestlé was not in direct competition with mid-market and low-cost brands. However, Nestlé was still responsible for plastic waste and water harvesting issues. Nestlé was a financially sound corporation, a global leader with resources available to solve large and interconnected problems. However, they lacked credibility with consumers and activists because of their past actions and their competition was ahead, leaving Nestlé to meet environmental standards set by other companies, rather than leading the way. Post-sale, how should Mark Schneider react to continued criticism of Nestlé’s bottled water brands?
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Why is it important?
Companies can be doing good things but if people don't believe their words, then it can have a negative effect on their brand image.
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This page is a summary of: Can Nestlé Transform from a Corporation That ‘Talks About Doing Good’ to ‘Doing Good’ for the Environment?, January 2022, Springer Science + Business Media,
DOI: 10.1007/978-981-19-4457-4_24.
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