GREENPEACE ADVOCACY TOWARD

NESTLÉ CORPORATION ON PLASTIC

WASTE POLLUTION

UNDERGRADUATE THESIS

Arranged by:

Zaky Ramadhan

20170510105

Advisor:

Dra. Mutia Hariati Hussin, M. Si

INTERNATIONAL PROGRAM
OF INTERNATIONAL RELATIONS

FACULTY OF SOCIAL AND POLITICAL SCIENCE

UNIVERSITAS MUHAMMADIYAH YOGYAKARTA
2021
 TITLE PAGE

GREENPEACE ADVOCACY TOWARD

NESTLÉ CORPORATION ON PLASTIC
WASTE POLLUTION

UNDERGRADUATE THESIS

Arranged by:

Zaky Ramadhan
20170510105

Advisor:

Dra. Mutia Hariati Hussin, M. Si

INTERNATIONAL PROGRAM
OF INTERNATIONAL RELATIONS

FACULTY OF SOCIAL AND POLITICAL SCIENCE

UNIVERSITAS MUHAMMADIYAH YOGYAKARTA
2021

ii
 ENDORSEMENT PAGE

GREENPEACE ADVOCACY TOWARD NESTLÉ

CORPORATION ON PLASTIC WASTE
POLLUTION

ZAKY RAMADHAN
20170510105

This graduate thesis has been examined and Endorsed by the

board of examiners from the Department of International
Relations Faculty of Social and Political Sciences
Universitas Muhammadiyah Yogyakarta, on:
Day/Date: Friday, 11th June 2021
Time: 08.00 WIB
Venue: Online
Examiner Board

Dra. Mutia Hariati Hussin, M. Si

Dr. Sugeng Riyanto, S.IP., M.Si Dr. Sugito, S.IP., M.Si

iii
 STATEMENT OF ORIGINALITY

I, hereby declare that my undergraduate thesis entitled

“Greenpeace Advocacy Toward Nestlé Corporation on Plastic
Waste Pollution” is my own original work and it has not been
submitted for any degree or others purposes, at Universitas
Muhammadiyah Yogyakarta or other institutions.

In my undergraduate thesis, the are no works, ideas, and

arguments of others, unless clearly written as references by
mentioning the name and included in the bibliography.

I made this statement truthfully and in case of any

discrepancy found in this statement in the future, I am willing
to accept academic sanction and be processed in accordance
with the applicable provisions at Universitas Muhammadiyah
Yogyakarta.

Yogyakarta, 11th June 2021

Zaky Ramadhan
20170510105

iv
 ENCOURAGEMENT

You don’t have to be great to start, but you have to start to be

great.

“[…]and never give up hope of Allah's Mercy. Certainly no

one despairs of Allah's Mercy, except the people who
disbelieve." Yusuf (12:87)

v
 ACKNOWLEDGEMENT
Assalamu’alaikum Warrahmatullahi Wabarakatuh

In the name of Allah, the Most Compassionate, the Most Merciful. All
praises and thanks unlimitedly be to Allah S.W.T, the lord of the
World, May the peace and blessings be upon to Prophet Muhammad
S.A.W, the Messenger of Kindness, A Merci for all Creation, his
family and his Compassions. Only by the Blessings from Allah,
therefore I am able to completely finish my undergraduate thesis
entitled “Greenpeace Advocacy Toward Nestlé Corporation on Plastic
Waste Pollution”.

This undergraduate thesis was written and to be submitted to the

International Program of International Relations, Department of
International Relations, Faculty of Social and Political Sciences,
Universitas Muhammadiyah Yogyakarta as the result of my learning
process trough out the whole academic years in university. Besides,
the author hopes this undergraduate thesis will be beneficial for those
who reedit despite the lacking within it.

I would like to thank Dra. Mutia Hariati Hussin, M. Si, as my amazing

undergraduate thesis advisor, whose expertise, understanding, and
patience. I must also acknowledge Dr. Sugeng Riyanto, S.IP., M.Si.,
Dr. Sugito, S.IP., M.Si., and Dr. Takdir Ali Mukti, S.Sos., M.Si. for
being the examiners of my undergraduate thesis since proposal
seminar until the final presentation. My undergraduate thesis would
not finish well and appropriate to be presented and submitted without
their comments and suggestions.
Wassalamu’alaikum Warrahmatullahi Wabarakatuh

Yogyakarta, **th June 2021

Zaky Ramadhan
20170510105

vi
 EXTENDED GRATITUDE

Within this page, I would like to extend my deepest gratitude for both
spiritual and moral support from precious people during my college
years at Universitas Muhammadiyah Yogyakarta, especially a long
this process of writing my undergraduate thesis. Words might be not
enough for extending my sincere gratitude, but only through this page
I dedicated this undergraduate thesis to those whom I want to thank
wholeheartedly and personally:

1. Especially for both Beloved Mom and Dad have been trying
hard to educate and build the writer’s character to date.

2. My 2 Big Brothers and my twin who always provide

motivation, enthusiasm for the writer to improve the writer’s
quality in the future.

3. Myself as the writes who has finished his final task on his
undergraduate thesis.

4. My best friend who always there to survive and make a better

individual character: Muhammad Raudho, Muhammad Fadil,
Rizki Memo, M. Rifki, Ery Novansyah, Lalu Ardi Ansori, Enzo
Yura, Rian Islami, Wisnu Laksono Murti, and Muhammad Aziz
Irfanudin.

5. Everyone who prays for me in silence.

6. High hopes for success after completing the undergraduate

thesis.

vii
 TABLE OF CONTENTS

TITLE PAGE ............................................................................... ii

ENDORSEMENT PAGE.............................................................. iii
STATEMENT OF ORIGINALITY .................................................. iii
ENCOURAGEMENT ................................................................... v
ACKNOWLEDGEMENT ............................................................. vi
EXTENDED GRATITUDE........................................................... vii
TABLE OF CONTENTS ............................................................. viii
LIST OF FIGURES and TABLE .................................................... iv
ABSTRACT ................................................................................. v
CHAPTER I INTRODUCTION ..................................................... 1
GREENPEACE ADVOCACY TOWARD NESTLÉ CORPORATION ON
PLASTIC WASTE POLLUTION..................................................... 1
A. Background................................................................... 1
B. Research Question ....................................................... 4
C. Theoretical Framework ................................................ 4
1. The Scope and Relations of NGOs Concept.............. 4
2. Triangle Advocacy Model ......................................... 5
D. Hypothesis .................................................................... 8
E. Research Purpose ......................................................... 8
F. Research Method ......................................................... 8
G. Research Scope ............................................................ 9

viii
 H. Writing Systematic ....................................................... 9
CHAPTER II .............................................................................. 10
GREENPEACE ADVOCACY PROCESS TOWARD NESTLÉ
CORPORATION ON PLASTIC WASTE POLLUTION ................... 10
A. Plastic Waste That Produced by Nestlé Corporation . 10
B. The Impact of Plastic Waste ....................................... 11
C. Greenpeace Advocacy Process................................... 12
1. Advocacy Toward Nestlé Corporation on Plastic
Waste Pollution in Supporting Units Sector ................... 13
2. Advocacy Toward Nestlé Corporation on Plastic
Waste Pollution in Groundworks Sector ........................ 16
3. Advocacy Toward Nestlé Corporation on Plastic
Waste Pollution in Front Line Sector.............................. 25
CHAPTER III ............................................................................. 28
CONCLUSION and SUGGESTION ............................................. 28
A. Conclusion ...................................................................... 28
B. Suggestion ...................................................................... 30
Bibliography ........................................................................... 31
ATTACHMENT ......................................................................... 40
A. Attachment 1. Greenpeace Advocacy Process .............. 40

ix
 LIST OF FIGURES and TABLE
Figure 1. Coordinating Triangle Advocacy Model .................. 6
Figure 2. Implementation of The Coordinating Triangle
Advocacy Model ...................................................................... 7
Figure 3. Freedom Island Waste Clean-Up ............................ 40
Figure 4. Mass Mobilization in Carrying Out Protest ............ 40
Figure 5. Greenpeace Lobbying Nestlé Corporation
Headquarter ............................................................................ 40

Table 1. Greenpeace Activity in Collecting Data .................... 13

iv
 ABSTRACT

The plastic industry that was overgrowing always

brings convenience to its users, and it turns out that it does not
always provide a full benefit. A big problem occurs in the post-
use stage because most plastic is created for packaging. The
final fate of this plastic becomes a relatively worthless material
and damages the environment. In this article, the author
discusses Non-Governmental Organizations (NGOs) advocacy
with multinational companies related to plastic waste that has
polluted the environment. This paper explains how the general
public responds to Nestlé Corporation companies and vice versa
how Nestlé Corporation responds to the community’s pressure
globally. This study used qualitative data with library research
writing technique by collecting, studying, and analysing the
data obtained from books, scientific papers, journals,
magazines, news and the website, as well as the materials
according to the topic under the study. Furthermore, this article
uses the concept of the Coordinating Triangle Advocacy Model.
There are supporting units, ground works, and front lines sector.
The results showed that Nestlé Corporation does not respond to
this advocacy, and Greenpeace still pressures Nestlé
Corporation to commit.

Key Words: Advocacy, Plastic Waste, Triangle Advocacy

Model

v
 CHAPTER I
INTRODUCTION
GREENPEACE ADVOCACY TOWARD NESTLÉ
CORPORATION ON PLASTIC WASTE POLLUTION

This chapter aims to discuss the problematic issue of

plastic waste pollution and the way to solve it. The author also
puts the theoretical framework that will help to identify the
phenomenon and formulate a hypothesis. This chapter also
contains a brief explanation of the research methodology,
research objective, research scope, and writing structure.

A. Background

In this globalization era, every aspect of this world has

increased. Globalizations that affect human life can be from
social, political, cultural, and environmental elements. Even
from the International Relations study aspect, there are so many
issues that disserve to discuss. Globalization has a positive
impact on improving technology and information and also made
the industry develop rapidly. From the 1.0 industrial revolution
to the present to 4.0, all of which have had good impacts on
human civilization, such as creating innovations that make them
easier for humans and making human life also very significant
changes. The 1.0 industrial revolution, in the 1800s, to support
staff, water- and steam-powered machines were built after using
water and steam as the power. In the 2.0 industrial revolution,
electricity had been the primary fuel source. When the 3.0
industrial revolutions known as the workers’ revolution began,
the revolution of technology such as computers and electronics
were created to help their job become more manageable, and
robot replacing human position. Now the 4.0 industrial
revolution, the internet is built with a cyber-physical system
(Thangaraj & Lakshmi, 2019, pp. 3-5).
When the industrial revolution happened, the plastic
industry was begun by Jouhn Wesley Hyatt in 1869, while at

1
 2

that time, the material production was using ivory and tortoise.
But Jouhn found the new formulation to substitute the past
material is treating cellulose from the cotton fiber with
camphor. That development saved the elephant and the tortoise
and protected the natural world from the destruction of human
needs. In World War II, the plastic industry was overgrowing.
Starting from the war equipment and plastic substitute the steel
in cars, paper and glass packaging, all of them used plastics.
After the industrial plastic revolution, the plastic waste problem
happened and always increased because plastic last forever in
the environment, which means hard in decompose process
(Science History Institute).
The plastic industry always brings convenience to its
users; it turns out that it does not always provide full benefits.
A big problem occurs at the post use stage because the majority
of plastic use is made for packaging. In 2012, plastic resin in
global production reached 288 million metric tons (Jambeck, et
al., 2015). In 2013, plastic production reached 299 million tons
and continued to grow. Because plastic itself is lightweight,
versatile, flexible, strong, and of course relatively cheap, that’s
what makes the use of plastic items increase and spread around
the world. The facts in the field showed that plastic is also very
slow in the process of decomposing. It will make plastic waste
always accumulate and endanger the environment (Guern,
2019). At the end of 2015, global plastic production reached
381 million tons (Ritchie & Roser, 2018). Every year, millions
of tons of plastic waste pollute the oceans and even impact our
health. Single-use plastic is the most significant contributor.
Every year, as many as 4.8 to 12.7 million tons of plastic waste
pollute the ocean, and only 9 percent of this waste is recycled.
(Jambeck, et al., 2015).

One of the Fast-Moving Consumer Goods (FMCG)

companies that produce large amounts of plastic waste is Nestlé
Corporation. Since 2013, the use of packaging produced by
Nestlé Corporation globally has increased by 5%. In 2018,
Nestlé Corporation used 1.7 million tons of plastic packaging,
 3

and this was disclosed by Greenpeace USA that there was a

surprising increase from 2017 which total amount used is 1.5
million ton, which was 13% in one year (Nestlé Corporation,
2018). Global Brand Audit data showed in 2018 that the amount
of Nestlé Corporation plastic is 2.950, while at the same years
Coca-Cola and PepsiCo Company still are the higher polluter
then Nestlé Corporation, with total amount is 9.216 plastic from
Coca-Cola, 5.750 plastics from PepsiCo (BFFP, 2020).
Plastic waste that found is a type of food or household
products, which did not process or dispose of in the right place
in large quantities, which will impact environmental pollution.
The thing gets worse if the plastic contains Micro Beads.
Microbeads Plastic (MP) is used to give a clean and coarse
impression, usually used in a soap, glowing effect on make-up.
This MP feels softer than natural scrubs like apricot shells and
jojoba bean, a softer and better impression than natural
ingredients cause people to feel the need to use these products
every day. Even though MP’s impact is hazardous on the
environment and human health (Klik Hijau.com, 2020), the
research shows as many as 128 salt brands from 38 different
regions and shows that 90% of them contain Plastic
Microbeads. MP content also settles in seafood, where both salt
and seafood are consumed daily by humans. (Peixotoa, et al.,
2019), those are very dangerous to human health where the
microbeads are tiny particles that are less than 5mm and cannot
decompose in water (Australian Government, n.d.). MP is also
formed from large plastic, which breaks down into smaller and
smaller pieces of plastic, which will easily pass through the
water filtration system and pose a potential threat to aquatic life
and human health. (NOAA, 2020).
Plastic waste has polluted the environment and harmed
human health. One of the actors trying to respond to the problem
and actively advocating for plastic waste pollution is
Greenpeace. Even though there are many others company that
produce more plastic than Nestlé Corporation, Greenpeace
unfortunately cannot tackle all the problems, and choose Nestlé
Corporation as the target. The reason that makes Greenpeace
 4

choose Nestlé Corporation as the target of this campaign

because Nestlé Corporation is one of biggest polluters coming
from beach cleanup in Manila Philippines, Greenpeace also has
interactions previously with Nestlé Corporation, and they were
open for innovation and discussing new ways forward.
Greenpeace is an independent campaign organization that in
action is conducted using creative and nonviolent means of
resolving every issue. (Greenpeace, n.d.).
B. Research Question

Based on the background above, the main problem is:

“How did Greenpeace influence Nestlé Corporation in
reducing plastic waste pollution?”

C. Theoretical Framework

In scientific research, a frame of mind is needed. This

frame of mind can be in the form of theories, concepts, or
models. In writing this thesis, the author uses the Coordination
Triangle Advocacy Model and The Scope and Relations of
NGOs concept.

1. The Scope and Relations of NGOs Concept

In the book of Mohtar Mas’oed concept is an
abstraction that represents an object, or a particular
phenomenon and is used to simplify complex
phenomena or reality by categorizing them based on
relevant characteristics (Mas'oed, Konsep, 1990).
According to Philip Eldridge, based on the scope of
NGOs, Greenpeace is mobilization NGO, this is
because Greenpeace focuses on solving every
ecologically related issue. Based on the context of
relations, Greenpeace is an empowerment NGO at the
grassroots, this is because Greenpeace seeks to make
people aware of environmental change and damage
 5

without making contact with government officials

(Eldridge, 1996).

2. Triangle Advocacy Model

Mohtar Mas’oed explained, model is an
abstraction of phenomena that serves to simplify or
clarify our thought about a phenomenon. The model
will encourage the formation of hypotheses because of
heuristics means. In this case, it means that the model
is not a means of explanation. (Mas'oed, Analogi dan
Model, 1990).
In the book “Advokasi Kuota Perempuan di
Indonesia” by Nur Azizah explained, advocacy is an
effort to change or improve public policies adjusted to
the will or interests of those who urge the change. The
word Advocacy comes from English to advocate (case
defense in court – to defend), to promote, to create, to
change, which means “change” in the sense of making
changes in an organized and systematic manner
(Azizah, 2013). In this explanation, advocacy is not just
an activity or project with a short period, but a long-
term project such as evolution. The advocacy process
goes through quite long stages with the ultimate goal of
giving the influence to change or create public policy.
One actor does not always carry out the process
of advocacy activities, but the process can also involve
various actors who will be members of a network.
Overall, the actors in this advocacy process can be such
as international and domestic non-governmental
organizations (NGOs), foundations, media, trade
unions, regional and international government
organizations, and executive or government agencies
(Keck & Sikkink, 1998). Similar to the book “Kamus
Hubungan Internasional,” Khasan Ashari explained
that actors or agents who have a role in international
relations are usually groups into three categories: states,
 6

intergovernmental organizations, and transnational

organization (Ashari, 2015). Based on the two
explanations above, actors in advocacy are not only the
State, but they also play an essential role in shaping or
changing public policy. Actors involved in advocacy
will form an advocacy movement, where they form a
communicative structure to take care of discourse,
procedure, and policy, where each actor can also come
from various perspectives or backgrounds and become
a larger movement. (Keck & Sikkink, 1998).
Greenpeace’s advocacy for the FMCG
Company Nestlé Corporation was carried out
collaboratively and over a long time, which influenced
to make a policy regarding this issue. The success of
advocacy involves many parties, and each party
involved has a duty and specialist in their respective
fields. Still, in this case, each party must carry out their
duties in an organized and systematic manner. The
following is a Coordination Triangle Advocacy Model
that describes involving various parties in the advocacy
process:

Figure 1. Coordinating Triangle Advocacy Model

Source: Advokasi Kuota Perempuan Indonesia
 7

Based on the Coordination Triangle Advocacy

Model above, it can be interpreted that the parties
involved in the advocacy process are divided into three
parts. The supporting units will explain about data,
information and access. The ground works will explain
about forming mass, mobilizing and action. The front
lines will explain parties who act as spokespersons and
lobbyists. These three parties will form a network of
advocacy movements which form as follows:

Figure 3. Implementation of The Coordinating

Triangle Advocacy Model
Figure 2. Implementation of The Coordinating
Triangle Advocacy Model
 8

D. Hypothesis

The advocacy process carried out by Greenpeace in

influencing Nestlé Corporation Company policies regarding
environmental pollution caused by the production of plastic
waste is following the Coordination Triangle Advocacy Model
above, namely:

1. Greenpeace collected and published the data that

related to plastic waste produced by Nestlé
Corporation which can be accessed by the general
public.
2. Greenpeace conducted the campaigns and mobilized
the masses to Nestlé Corporation.
3. Greenpeace lobbied and formulated policy demands
for Nestlé Corporation.

E. Research Purpose

This research aims to provide knowledge about the

advocacy process carried out by the Greenpeace advocacy
network and the efforts to change or create new policies to stop
using single-use plastics.

F. Research Method

The method used in this writing is a qualitative method

that emphasizes the understanding of the problems that occur in
social life based on the conditions of reality studied, and the
data collection used was the literature review. The author
collected literature in books, scientific journals, documents
published by organizations and Government, newspapers and
articles, or various online sources, including the official
website. The data was analyzed for each interrelated variable to
obtain conclusions. Meanwhile, in analyzing cases, the writer
used the Coordination Triangle Advocacy Model.
 9

G. Research Scope

To limit analysts, the research of GREENPEACE

ADVOCACY TOWARD NESTLÉ CORPORATION ON
PLASTIC WASTE POLLUTION deadline starts with a
campaign on related issues in 2017, to the formation of policy
by Nestlé Corporation to commit to using more
environmentally friendly packaging and to stop using single-use
plastics in 2019.

H. Writing Systematic

This research will contain the introduction, that explain

about Background, Research Questions, Theoretical
Framework, Hypothesis, Research Purpose, Research Method,
Research Scope, and Writing Systematic.
In this research also will deliver the case of
environmental pollution caused by plastic waste was produced
by Nestlé Corporation. The impact of plastic waste, and how to
be Greenpeace advocacy process solving this case, which
contain conclusions and suggestions.
 CHAPTER II
GREENPEACE ADVOCACY PROCESS
TOWARD NESTLÉ CORPORATION ON
PLASTIC WASTE POLLUTION

This chapter aims to discuss the case of environmental

pollution caused by plastic waste was produced by Nestlé
Corporation, impact of plastic waste, and how Greenpeace
advocacy process on this case.

A. Plastic Waste That Produced by Nestlé Corporation

Since the first Industrial plastic revolution began in the 1950s,

it created a global shift, when the first production of plastic
packaging from reusable containers shifted to single-use and
disposed containers. The Fast-Moving Consumer Goods
(FMCG) sector represents one of the largest industries
worldwide. Their products are constantly in high demand,
mostly are non-durable, and have a limited shelf life.

Nestlé Corporation is the world’s leading food

manufacturer and one of the largest consumer goods firms, with
revenues of 91.4 billion CHF in 2018. (Equivalent to about 91.3
billion USD, or 80.6 billion EUR). Nestlé Corporation’s
offerings include beverages, dietary supplements, infant
powder, milk and ice cream, pet food, prepared food,
confectionery items, and bottled water, with Nescafé, Milo, and
Maggi company’s most well-known brands. Even though North
America accounts for the bulk of Nestlé Corporation’s
revenues, the firm aims to expand and prosper in Asia and
emerging markets. Powdered and liquid drinks are the
company’s most lucrative segment (24 percent of the total;
along with water, sales of liquid beverages are 32 percent of its
sales) (Greenpeace Switzerland).

10
 11

Year to year, the amount of plastic waste is constantly

increasing. Humans could not ignore that problem anymore,
bringing the destructive effects of plastic waste that damages
the oceans, wildlife caused by waste left behind by single-use
plastics. Most of this plastic wave bears the trademarks of fast-
moving consumer goods firms and is used to transport their
branded items, such as food, beverages, cosmetics, and
cleaners. Despite this, they continue to encourage mass
manufacturing and use of single-use goods, especially in
emerging countries, and narrow alternatives advocated by the
plastics and fossil fuel industries, such as litter reduction and
increased recycling.

B. The Impact of Plastic Waste

The effects of plastic pollution are having on marine as

well as human life. For the marine life effect, animals that live
in a marine ecosystem like seabirds, fish, marine mammals, and
others are often wrong for choosing their foods. The amount of
plastic waste that spreads in marine makes the animal
movement exhaustive. The animal might get some infection
caused by tightening material, which can bring serious injury or
death. The impact of plastic pollution also occurred on plants
and even marine living organisms, like fishing gear that breaks
the coral reefs (Pavani & Rajeswari, 2014).

The effect of plastic pollution that humans should face

can be biological effects that threaten human health. This effect
happens because plastic components like Bisphenol A, also
known as BPA, can be found in water bottles, canned food, and
Sippy cups. That component is really harmful to humans
because BPA increases diabetes, miscarriages, breast cancer,
and ovarian cysts (Devi, Kumari, & Madhavi, 2014). The other
component that is often found in plastic is Polyvinyl Chloride
(PVC). This chemical’s health effects decrease lung function or
asthma, increase weight (CHEJ). Because of that condition,
companies should take action and new business models. One
 12

way to solve plastic waste pollution is to ask the companies to

be transparent about their plastic production every year and set
the target to reduce plastic production.

The plastic waste pollution crises that happen always

increase to the public society that begins to take care of this
problem caused by overconsumption. People worldwide take
steps of their own, such as avoiding inexpensive packaging and
opting for recycled and refillable products as daily items
(Greenpeace). Pollution caused by plastic is a tragedy for the
world. It is a sign that something is not going right, and it is a
sign that our current throwaway economic structure, which does
build on endless consumption and disposable at any expense,
cannot last much longer. Besides the public society choosing
self-solution, the companies still produce their plastic, making
the public not recycle out of this crisis. In response to this
problem, the first step is asking the company’s responsibility as
the more prominent contributor in this crisis. Some
organizations work together to recognize corporations’
responsibility and Fast-Moving Consumer Goods (FMCG) to
create better innovation to solve this crisis. In this second
chapter, the author will explain the Greenpeace advocacy
process toward Nestlé Corporation on Plastic Waste Pollution.

C. Greenpeace Advocacy Process

In this advocacy process, Greenpeace as a mobilization

NGO, which focuses on solving any ecologically related
problems, and Greenpeace is an NGO that categorized as
empowerment at the grassroot, Greenpeace seeks to realize and
bring about change through society, which is not through
government, nor communicate with the government. In an
effort to advocate the issue of plastic waste pollution by Nestlé
Corporation, Greenpeace made various efforts without any
assistance from the government. In this case the author uses the
Triangle Advocacy model to analyze Greenpeace's advocacy
process, here is advocacy:
 13

1. Advocacy Toward Nestlé Corporation on Plastic

Waste Pollution in Supporting Units Sector
The first step in supporting the unit sector is
collecting data related to the issue. To be more accurate in
obtaining that related data and information about plastic
pollution made by Nestlé Corporation. Greenpeace makes
collaboration with other Non-Government Organizations,
such as Break Free From Plastic (BFFP), Global Alliance
for Incinerator Alternatives (GAIA), Mother Foundation,
Eco waste Coalition, and Health Care Without Harm
(Greenpeace International, 2017).

Table 1. Greenpeace Activity in Collecting Data

The data in 2017 at Manila after Greenpeace and

BFFP conduct a plastic audit on Freedom Island showed
that international brands pollute the ocean. Greenpeace
volunteers and some coalition partners collecting more
than 54.000 pieces of plastic waste which sachets are the
higher products (Greenpeace International, 2017).
Following the Brand Audit in 2017, in 2018
Greenpeace, Break Free From Plastic, and many
organizations join the brand audit, with a total of 10.000
volunteers in 42 countries on six continents. Those
volunteers collect 180.000 pieces of plastics waste, with
the result is Coca-Cola, PepsiCo, and Nestlé Corporation
 14

company were the higher polluter. Simultaneously, in

social media, thousands of individuals also expose the litter
they found and uploaded it into tweets, shares, and snaps
with the hashtag #IsThisYours. The result is more than
13.000 are targeting the visible brands that pollute the
environment (Greenpeace, 2018)

The data obtained is further collected in the form

of an annual report or press release by Greenpeace and
several organizations cooperating in solving this plastic
waste issue. One press release from Greenpeace in 2017
with the title “Nestlé Corporation, Unilever, P&G Among
Worst Offenders for Plastic Pollution in the Philippines in
Beach Audit” containing about the activity when
Greenpeace Philippines and break free from plastic
movement did a beach clean-up on Freedom Island. On the
other side, Greenpeace, the result of Brand audit in 2017,
showed that the Philippines position in the third-worst
polluter after China and Indonesia (Greenpeace
International, 2017). Greenpeace works together for
research collaboration with East Asia and The Global
Alliance for Incinerator Alternatives (GAIA) about plastic
worldwide and its impacts. GAIA released the research
data about plastic waste, affecting health problems (Lin,
2019). GAIA also gives society education to reduce and
reuse the plastic waste such as waste management plans
then designing the waste management infrastructure
(GAIA, 2019). Both Greenpeace and GAIA release their
data through the website to make the public society easier
for accessing the information.

Greenpeace is also active in giving information about

the environmental issue, especially plastic waste pollution,
through its official website, Instagram, Twitter, and
YouTube. The information offered, such as about the
plastic waste’s harmful effect, pollutes the ocean and
reduces plastic waste pollution. Greenpeace also shares the
 15

report of their brand audit activities that they did every

year, and their report also contains about the types of
plastic materials they found. In this way, Greenpeace tries
to educate society that plastic waste pollution happens
around us and is threatening our environment even human
health. Indirectly, Greenpeace aims to ask the plastic
consumer and public society to reduce and even stop using
single-use plastic.
 16

2. Advocacy Toward Nestlé Corporation on Plastic

Waste Pollution in Groundworks Sector
Forms of groundworks carried out by Greenpeace in
advocating the plastic waste pollution does aim for
socializing and bring awareness the issue to the public
society. Here are some of the ground works programs
undertaken by Greenpeace:

a. Brand Audit
A brand audit is an activity carried out by one or
more communities by identifying, counting, the brands that
found on plastic and other collected packaging waste to
help the NGOs identify the corporation for pollution, then
documenting the activity and make a report and publish in
Greenpeace website.

1) Freedom Island Waste Clean-Up and Brand

Audit in the Philippines
June 2017, Pasig River in Manila reported that
this river produces 63.700 tons of plastic to the ocean
each year, and this puts the Pasig River in 8th position
as the highest polluted river (Lebreton, Zwet,
Damsteeg, & Reisser, 2017). In response to that report,
Greenpeace and Pasig River Rehabilitation
Commission (PRRC) through river drainage and
installing GPS to track the plastic waste movement.
They will then be conducting the brand audit in Manila
Bay (Greenpeace Philippines, 2017).

In September 2017, Greenpeace and Manila

City Government collaborated with Break Free From
Plastic movement, followed by thousands of Filipino
citizens in Manila Bay taking action for clean-up and
brand audit. This action aimed to get the data about the
brand that pollutes Manila Bay and the ocean
(Greenpeace Philippines, 2018). That action took seven
 17

days, covered an area of approximately 30 hectares, and

found many types of waste such as Styrofoam, plastic
bottles, bags, plastic sachet, and even footwear. Most of
the debris found in Manila Bay clean-up was single-use
plastic from big corporations like Nestlé Corporation,
Unilever, and the Indonesian brand, PT. Torabika
Mayora also becomes significant waste contributors in
the Philippines (Greenpeace International, 2017). See
Attachment 1.

Manila Bay clean-up is the first brand audit and

become the pilot program for the others country in
doing the same things. After this action, a brand audit
is held globally in every branch of Greenpeace, and
collaboration with many organizations and thousands
of volunteers join this action. Start from Greenpeace
Philippines that collaborates with the Break Free From
Plastic movements and other organizations like Mother
Earth Foundation, Eco waste Coalition, Global Alliance
for Incinerator Alternatives, and Health Care Without
Harm, and it’s continued every year in World Clean-Up
Day (Greenpeace International, 2017).

2) World Clean-Up Day 2018

Public society realized that the plastic waste
pollution problem could not be tackled and solved by
themselves. As the follow-up activities conducted in the
Philippines and responding to The World Clean-up
Day, Brand audit in 2018 conducted on a global scale
followed by more than 10.000 volunteers in 239 spots,
42 countries joined this action on six continents
(Greenpeace, 2018). This action aimed to ask
corporations and plastic producers to innovate and
create a new design that is more effective and
environmentally friendly.
 18

In this Brand audit, they worked with many

organizations, then the first brand audit. The
organization that worked in this action not only focused
on the environment, also a student or education
organization, social organization, such as the City
University of Hongkong, Fountain Valley School of
Colorado, Rockefeller University, Sahabat Laut, and
many more (Greenpeace, 2018) In May 2018, GAIA
India members and some organizations celebrated
World Environment Day. They conducted Brand Audit
with 15 cities and collected 46.100 pieces of branded
plastics from their land and waterways, of which 47.5%
was plastic packaging that found could not be recycled
or composts. The three more significant polluters were
PepsiCo with 24.59%, Perfetti van Melle 14.41%, and
Unilever was 11.62%, and followed with another
multinational brand as the ten polluters are Coca-Cola,
Mondelez, Nestlé Corporation, Procter & Gamble,
McDonald’s, and Ferrero SpA (GAIA, 2018).
Meanwhile in Brand Audit 2018, more than
180.000 plastics were collected, which over 100.000
plastic pieces were complicated to recycle. The type
that found in Brand Audit 2018 such as polystyrene
(PS), polyvinyl chloride (PVC), single-layer plastic
film (SL), and also multilayer plastic bonded materials
(ML) like snack packaging such as chocolate bars,
chips, granola bars, and a cup of hot drinks. Other
materials found and couldn’t be recycling like cigarette
butts, textiles, diapers, sanitary napkins. Polyethylene
terephthalate (PET) was the second most common
plastic-type found in this clean-up, like PET bottles
(Kurdi, 2018). Which the 3 top brands’ biggest
polluters in PET bottles are Coca-Cola, PepsiCo, and
Nestlé Corporation. For example, in Morocco, Zero
Zbel (Zero Waste) did Beach Clean-Up from March to
 19

August which 40 volunteers joint this event and

conducted brand audits on 26 points of beaches. They
collect 36,280 total waste pieces, which almost 20%
pounds plastic bottles and caps (Greenpeace, 2018).
When they conduct Beach Clean-up in Taiwan, the
most common trash items that they found are fishing
gear such as nets, ropes, and bad buoys Styrofoam. The
fishing gear trash is dangerous because it threatens
marine life and needs a heavy machine to clean them up
(Ning, 2018). Nestlé Corporation manufactured 1.7
million tons of plastic packaging this year. Nestlé
Corporation Production increased by 13% over the
previous year. Nestlé Corporation should be concerned
about increasing public concern about its plastic waste,
as more people become aware of your position in the
crisis (Morgan, 2019).

b. Online Campaign
On World Clean-Up Day, Greenpeace also takes its
action on social media, and this action aims to spread
awareness to public society. By using #IsThisYours?
Hashtag Greenpeace targets the visible brand that also
pollutes the environment. This hashtag is used as a protest
from individuals and participants on clean-up day
worldwide to ask the corporation is responsible for their
waste. Since World Clean-up Day 2018, in more than 13.000
and still counting, this hashtag spread on tweets, Instagram,
and other social media (Greenpeace, 2018).
Besides Greenpeace campaigning by hashtag,
Greenpeace also followings the development of media
information for their campaign. Greenpeace utilizes the
result of this information to launch a campaign on
environmental pollution by plastic waste. On YouTube,
there are so many videos that show how plastic pollutes the
environment and ocean by creating “Dead Whale” that
published in 2018 is a message to the ASEAN Leaders to
take concrete against the worsening of plastic pollution. In
 20

less than 24 hours, the video and that campaign spread

worldwide and more than 50.000 viewers. In Greenpeace
Instagram, they also campaign through a short movie with
the title #ReuseRevolution that showed the company that
created plastic bottles and now pollute the environment and
ocean. Greenpeace also gives a solution for tackling the
problem using reuse bottle, while more than 121.000
viewers have watched the short movie

c. Mass Mobilization in Carrying Out Protest

In Our Ocean Conference conducted in Malta 2017,
Greenpeace activist, as part of Break Free From Plastic, did
a protest to build a dragon statue that spouts single-use
plastic waste as high as 4 meters. The aims are asking the
FMCG company such as Nestlé Corporation, Unilever,
Coca-Cola, and PepsiCo to stop their single-use plastic
production. Greenpeace took this action, because Our Ocean
Conference is attended by the representative from
governments, civil society, finance, and business that come
from globally to discuss how to protect the ocean, and in
2017 the conference was discussing marine litter
(Greenpeace International, 2017).

After world clean-up day in 2018, Greenpeace tried

to push Nestlé Corporation by taking action in early 2019.
This action also conducted globally with the name is Global
Day of Action against Nestlé Corporation. This intervention
resulted in something incredible. Plastic creatures awoke all
over the world, emerging from toxic landfills, jumping over
garbage dumps, and even floating up and down oceans,
streams, and rivers to return home to their origins.
Greenpeace activists and allies with Break Free From Plastic
Movement also protested in German, Kenya, Slovenia, and
Italy. Greenpeace campaigners sent a 20-meter-long plastic
giant to Nestlé Corporation’s global headquarters in
Switzerland, which was wrapped in Nestlé Corporation-
branded plastic wrapping. This protest aimed to raise
 21

awareness about the plastic pollution in towns even villages

around the world that Nestlé Corporation produces hundreds
of billions of plastics every year and left to pollute the ocean
and environment that threaten human’s health. Greenpeace’s
took this action because Nestlé Corporation is the significant
company of branded plastic pollution in the Philippines
Brand Audit (GAIA, 2019). In another data in world clean-
up day 2018, Nestlé Corporation is one of the most frequent
Fast Moving Consumer Goods companies found in 239
spots and spread in 42 countries (Greenpeace International,
2018) to respond to Greenpeace with Environmental activist
protest to Nestlé Corporation as the worst plastic polluters in
2018, and caused the effects on public wellbeing,
deforestation, animal mortality, disruption to livelihoods and
industries, greenhouse gas emissions, and waste
management concerns. Allies with Break Free From Plastic
movement, Greenpeace force this crisis from the source
responsible for this problem is Nestlé Corporation
corporations. Greenpeace deployed ships, such as Rainbow
Warrior and Beluga Ships. Greenpeace brings the plastic
monster from South East Asia back to the Nestlé
Corporation Headquarters in Switzerland (Forbes, 2019).
See Attachment 1.

d. Invite Public Figures in Campaigning against Plastic

Pollution

Before the Nestlé Corporation Headquarters’ protest

in Switzerland, the Philippines’ plastic monster arrived in
Germany on March 30, 2019. In this term, Greenpeace tried
to bring awareness to the people in German through the open
boat event by inviting The Irish rock band The Riptide
Movement (Fela, 2019). Greenpeace choose The Irish rock
band The Riptide Movement because The Irish rock band
The Riptide Movement is a partner with Clean Coasts that
 22

focused on protecting oceans, beaches, and marine life

(Outsider, n.d.).
Moreover, in 2019 Greenpeace Indonesia
collaborate with other communities also invited rock bands
Slank and Susi Pudjiastuti as Ministry of Maritime and
Fisheries Affairs in campaigning anti-plastic in Car Free
Day (CFD) Jakarta. Greenpeace choose Car Free Day as the
aim to attract the attention of the wider community. Mrs.
Susi Pudjiastuti also suggested that the audience stop buying
mineral water in single-use bottles and ask to use their
tumbler (Alika, 2019). Greenpeace choose Slank as their
partner in campaigning anti-plastic because Slank is one
group of music that cares about politics. These social and
environmental issues happened in public society.

e. Greenpeace Ship Campaign

Greenpeace was expanding the campaign’s reach by

delivering it uniquely and differently to attract the public’s
attention to know the current state of the environment,
namely environmental pollution caused by plastic waste. In
this term, Greenpeace used The Rainbow Warrior ship for
campaigning “Ship the Plastic Back.” This action would
inform the Nestlé Corporation company to reduce single-use
plastic production because Nestlé Corporation was polluting
the Philippine environment. Greenpeace invited the
Philippine society to see Manila Bay from a close and
different perspective, and this event was open freely for the
public. On March 15 and 16, the Rainbow Warrior would
sail to Cebu for another round of open boating at the Port of
Cebu, as the province highlights its efforts to become a
pioneer in the struggle against plastic waste. Greenpeace’s
mission was to draw attention to the liability of companies
whose plastic packaging production had contributed
dramatically to the contamination of Manila Bay and other
water bodies in the Philippines, and to recommend that they
reduce their single-use plastic packaging production and
 23

explore alternate distribution mechanisms for their goods.

(Leander C. Domingo, 2019).
Global commitment reported that Nestlé
Corporation company ranked 1 out of 10 of the largest
FMCG that produce plastic packaging, with the total amount
of plastics packaging volume in 2019 is 1.7 million metrics
tons (Global Commitment, 2019). Also, as a result of World
Clean-up Day 2018, 98% of Nestlé Corporation’s products
are made of single-use plastic, and the company ranks third
among the world’s leading plastic polluters. Greenpeace is
also deploying Beluga Ships to tell the global tale of where
plastic pollution begins and ends. Greenpeace enlists the
global support to keep these businesses accountable and
ensure that their words are back up by bold action. Nestlé
Corporation must be honest about how much plastic
packaging they produce and make apparent efforts to
minimize it and slay the plastic monster. The Beluga Ship is
floating down the Rhine River in Europe, going through the
Netherlands, Germany, and France. The Beluga Ship arrived
with the plastic giant to send a letter to Nestlé Corporation:
it’s time to stop polluting our world with single-use plastic.
Greenpeace has asked Nestlé Corporation to start phasing
out single-use plastics from its supply chain and, most
specifically, to invest in a new refill and reuse delivery
mechanisms instead of single-use plastics. (Kopp, 2019).

f. Create an open petition to ask Nestlé Corporation

companies to take action.
In advocacy activity, NGOs and every single
supporting actor need the public society to convince the
target of advocacy or Government to make a policy change.
Plastic contamination is found everywhere, from Southeast
Asian beaches to the far reaches of the Antarctic,
endangering wildlife such as turtles and seabirds and human
health. Furthermore, since most plastics were created from
shale gas and oil, it has an environmental effect. To
 24

effectively address this crisis globally, we must address the

root of the issue. One of Greenpeace’s petitions is “Stop
Plastic Pollution,” signed by over 3 million people
(Montrouge, 2019). Greenpeace in some countries also
created an open petition for people in their respective
countries through their websites. Greenpeace New Zealand
joined the call for a regulatory ban on single-use plastic bags,
which rapidly gained traction, with a 65,000-signature
petition sent to New Zealand’s parliament in February 2018
(Greenpeace International, 2018). The petitions aim to
address the plastic pollution crisis. Companies like Nestlé
Corporation must be open about their plastic footprint,
announce that annual production will never surpass current
levels, set reduction goals, and invest heavily in programs
that prioritize reuse.
 25

3. Advocacy Toward Nestlé Corporation on Plastic

Waste Pollution in Front Line Sector
In this action, Greenpeace asks Nestlé Corporation
to stop plastic pollution by lobbying Nestlé Corporation
headquarter in Switzerland (See Attachment 1).
Greenpeace does this act as a form of embodiment of
global community support either through petitions or other
activities that request Nestlé Corporation to commit
immediately to reducing single-use plastic production and
setting annual reduction goals for total units produced.
After Manila Bay in the Philippine Brand audit
conducted in June 2017, the Nestlé Corporation company
states that Nestlé Corporation is looking forward to
working with all environmental stakeholders in the
Philippines. Including local governments, non-
governmental organizations, industry partners, and
customers to improve the design, responsible use, and
disposal of plastics (Nestle Philippines, 2017). In April
2018, one of the main reasons for Nestlé Corporation’s
commitment is to prevent packaging content from ending
up as waste, such as in rivers, oceans, or waterways. Nestlé
Corporation shows their responsibility to make 100% of
their packaging is recyclable or re-useable by 2025, and
Nestlé Corporation focuses on three main areas:
eliminating non-recyclable plastics, encouraging the use of
plastics that make for higher recycling rates, and
eliminating or changing complex packaging material
combinations (Meier, 2018).
The fact that plastic is “recyclable” does not
guarantee that waste can be recycled. Only 9% of all plastic
generated has ever recycled (Bullet, 2020). It’s not safe for
humans to live at the peak of plastic waste, and it’s not
healthy for aquatic animals to live in plastic-filled oceans.
Despite Nestlé Corporation’s pledges, the statement issued
in April 2018 lacked accountability, concrete goals for
 26

decreasing the number of plastic packaging products, and

substantial investment in a refill and reuse programs.
In responding to the Nestlé Corporation statement,
Nestlé Corporation has a real chance to lead the market in
tackling the plastic and disposable culture crises by setting
overarching unit reduction goals and pioneering genuinely
revolutionary distribution systems for its supermarket and
other collaborators. Greenpeace activist lobbying
confronts Nestlé Corporation Annual General Meeting
held on April 11, 2019, and proposes that Nestlé
Corporation stop its dependency on single-use plastic and
invest urgently in refillable and reusable distribution
networks. The point’s that Greenpeace offering is
(Greenpeace Switzerland):
a. Increase Transparency
Nestlé Corporation company must publicly and
annually report extensive data about its packaging
footprint and the goods it uses (particularly plastics,
pulp, and other bio-based material substitutes), as well
as the amounts of its unit producers per year.
b. Commit to reduction
Set annual priorities for reducing and ultimately
removing single-use plastic. By the end of 2019, start
by replacing the most troublesome and wasteful single-
use plastics.
c. Invest in reusing and innovative distribution
mechanisms by the end of 2019
Develop sustainable distribution methods focused on
reuse and refill, partner with a large multinational
supplier to evaluate a plastic-free market environment,
and encourage innovative single-use plastic-free
systems.
 27

d. Do not attempt a fictitious solution

Rather than switching to new single-use products,
alternative distribution methods to achieve “max
single-use plastic” and year-over-year declines.
Substituting natural products risks moving the impacts
from one area to another, such as ocean contamination
and unhealthy timber and farmland usage.

After all of the efforts from Greenpeace campaigns on

Nestlé Corporation and gets Nestlé Corporation so far to
make a commitment in line with Greenpeace campaign,
Greenpeace would publish it on Greenpeace website as
well. Since Nestlé Corporation did not make such a
commitment Greenpeace did not publish anything. Then,
Greenpeace did a campaign that had certain conditions and
asked a demand from a brand, if the brand did not agree
with it and wanted to do it on their own, Nestlé Corporation
often did something themselves.
 CHAPTER III
CONCLUSION and SUGGESTION
The final chapter explains the conclusions and
suggestions obtained in this study. The researchers make
conclusions based on explanations of the results and data
analysis obtained after the data retrieval process. Furthermore,
it also contains suggested input for further research still
associated with this study.

A. Conclusion

The use of plastic packaging has been done for

hundreds of years to make it easier for people to live their lives.
Millions of plastics have been produced by various companies,
and millions of plastics also pollute the environment and
adversely affect the environment itself, even human health. So
far, the plastic industry produces plastic very quickly and easily,
even constantly experiencing a significant increase regardless
of the other impacts. The existence of plastic does have a
positive effect on human life. Still, the fact is that plastic is
currently the most significant environmental polluter, polluting
the soil and oceans and becoming a severe problem faced.

Nestlé Corporation is one of the FMCG companies that

produces plastic packaging in large quantities and spreads
worldwide. The high amount of plastic production shows Nestlé
Corporation is one of the largest plastic waste polluters. This
condition prompted some to advocate in influencing Nestlé
Corporation to reduce the use of plastic in its products and
replace it with more environmentally friendly and reusable
packaging. The advocacy in this issue includes Greenpeace as
an NGO that collaborates with several other organizations to
reduce plastic use and change it to be more environmentally
friendly.

29
 29

Greenpeace undertakes these advocacy measures by

collecting plastic waste data produced annually, then publishing
the data, conducting online campaigns, inviting the public
figures to participate and campaign to stop using plastic,
protesting against Nestlé Corporation, inviting the global
community to support advocacy by creating petitions, as well
as making demands for Nestlé Corporation to stop plastic
pollution, guiding among others by increasing the transparency
of its production each year, committing to reduce plastic
production, invest in reusing and innovative distribution
mechanisms, and asking Nestlé Corporation not to make false
solutions.

Greenpeace's advocacy for Nestlé Corporation

regarding stop using plastic has not achieved its intended goal.
In 2018, Nestlé Corporation only committed and promised, yet
Nestlé Corporation's field only provides a false solution,
namely replacing some plastic products with paper.
Furthermore, in 2019, by Greenpeace's action at Nestlé
Corporation's general meeting, Greenpeace tried to put pressure
on Nestlé Corporation and their management to listen to the
public demands and commit to a better future without plastic
pollution. To date, Nestlé Corporation has not committed in line
with Greenpeace campaign demands. Greenpeace will continue
to pressure and demand Nestlé Corporation to be responsible
for taking real action in solving plastic pollution.

Based on the analysis above, the advocacy was failed.

The author sees the failure is because in the frontline sector,
Greenpeace did not try to put pressure on legislative sector. One
of the methods known in international law is to provide legal
responsibility to an entity is through international treaty
instruments. International treaties themselves are considered
the main legal source in international law, this is due to its
binding nature and sometimes has a mechanism of sanctions
and has a mechanism reporting and compliance standards.
Where each participating country in an international treaty
 30

generally has an obligation to make effective national

legislation to force MNCs to comply with the provisions of
certain international treaties. With thus the role of international
law provisions in regulating new MNCs will be it appears that
the state has transformed it into its national law in the form of
positive laws.
B. Suggestion

1. For Greenpeace, it is necessary to put pressure in

government sector.
2. For the community, starting from daily life to switch
from single-use plastic packaging to reusable
packaging, and invite the surrounding environment.
3. For further researchers, it could examine other
influential factors that cause Nestlé Corporation do not
respond to these problems yet and tangible solutions,
such as legislative process and others factor.
 31

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ATTACHMENT

A. Attachment 1. Greenpeace Advocacy Process

Figure 3. Freedom Island Waste Clean-Up

Figure 4. Mass Mobilization in Carrying Out Protest

Figure 5. Greenpeace Lobbying Nestle Headquarter