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The Coca-Cola Company's annual sustainability reports also addressed a number of social issues including human and workplace rights, community development and charitable donations, well-being, disaster relief, and women's economic empowerment. Research may also explore the extent to which the incorporation of sustainability themes within the Coca-Cola brand strike a chord with consumers' values and beliefs and if/how that influences buying behaviour. Branding is a way to distinguish products and services from competitors in the marketplace and successful branding is widely seen as a critical element in business success. The events and ideas underpinning the concept of sustainability certainly have a long history, but it began to gather momentum in 1970s environmental literature. Pharmacist John Pemberton first introduced Coca-Cola, now the largest sparkling beverage company in the world, in Atlanta, USA in 1886. The Coca-Cola Company produces a concentrate, whose ingredients are a closely guarded secret, to licensed bottlers who hold exclusive territorial rights throughout the world.