Sir: The decision by Coca-Cola to remove BVO from its fruit and sports drinks is the latest, but definitely not the last, example of how businesses are increasingly subject to the power of the consumer’s voice.

Sparked by the campaign of a teenager in Mississippi through, it shows how disaffected stakeholders can get the leaders of one of the world’s biggest companies to listen.

Technology is now a vital facilitator in this. Social media allows consumers to beam their views globally to ensure the promises by brands are honoured. Forcing corporates to listen harder to the chatter is now the price of entry rather than a differentiator as in the past.

Allyson Stewart-Allen, CEO, International Marketing Partners