16. The Coca-Cola Company: Then and Now
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II –
If you have assigned the diversity audit as a capstone project, this case illustrates how just
looking at the “pieces” of diversity management, such as number of minority employees,
supplier diversity programs, etc., does not necessarily mean that an organization is
managing diversity and inclusion very well.
Note: You can share any and all of the information supplied below by Coca-Cola Media
Relations with your class. It is important to get the students to focus on the contrasts
between the public image that the corporation presents and some of the problems that the
company has had with diversity that are not limited to the $192.5 million lawsuit.
Coca Cola’s Statement Detailing Diversity Initiatives as a Result of the Lawsuit
When asked to update the progress that Coca-Cola made since the lawsuit was settled, the
following information was supplied via e-mail by Karyn Dest, of Corporate Media
Relations at The Coca-Cola Company on 11/5/2003:
“Since then, we’ve done a number of things to level the playing field and improve
the opportunities for everyone within our system.
Workplace
Our 13-member Executive Committee includes five people of color. The
percentage of executive and senior vice presidents of color has increased from 10%
to 41.7% in Doug Daft’s three-year tenure as Chairman. During this same period,
the Company’s percentage of elected and appointed officers of color increased
157% in just three years. Twenty percent of the company’s top 50 paid employees
are people of color. In 2002, 12.3% of people of color in the company’s
professional workforce were promoted, compared to 9.3% of non-minorities.
These are just figures, but they are figures that show our commitment in this
diversity journey. We are a beverage industry leader and we have been for more
than 116 years. We recognize that driving diversity as a business imperative is not
only the right thing to do, but makes solid, bottom-line business sense in today’s
economy and network of cultures. For The Coca-Cola Company, this means taking
diversity beyond representation and providing employees an opportunity to learn
about different cultures and regions of the world in which we do business.
In 2002, the Company launched Cultural Sensations, an employee awareness
program designed to foster dialogue about the similarities and differences of
people, cultures and ideas. In its first year, Cultural Sensations presented month–
long celebrations of the various U.S.-designated cultural heritage and awareness
months, like Black History Month, Gay Pride Month, National Disability
Awareness Month, and Hispanic Heritage Month, through the use of art, music,
dance, food and special events.