Sustainability Analysis: Ambev
Julio F. Campos Originally published in 2018 Recently Ambev presented its product AMA, which is nothing more than bottled water with a sustainability appeal based on the proposal to donate 100% of its profit from the product sale as a Cause Marketing approach (How Cause Marketing is another way to divert attention to the real problem of consumerism and its hidden costs, as keep consumers consuming or “pretending” to aid to solve a problem created by the market itself, won’t be discussed here). What will be discussed is: a) does a company such as Ambev needs to create a new product to present itself as sustainable?; b) how sustainable it really is when it comes to water, probably the most valuable natural resource today? AMA As stated AMA is a brand of bottled water which has 100% of its profit donated to a program aimed to deliver water to isolated communities in Brazil. With a US$0.54 / 500 ml price tag, it fits within market range for bottled waters. With a w