CULTURAL FORCES

HOW THE WORLD IS EVOLVING & WHAT TO DO ABOUT IT

Tom LaForgeHuman & Cultural InsightsThe Coca-Cola Company@TomLaForge

BRANDSPEOPLECORPORATIONS

“Understand the external forces that will shape our business over the coming decade.”

“Evolve as the world evolves.”

EXTERNAL FORCESINTERNAL DECISIONS

SystemYourCompany

CULTURAL FORCES MARKET FORCES

Your Compa

ny

MARKET FORCESCULTURAL FORCES

1979

MARKET FORCESCULTURAL FORCES

2014

CLIMATE CHANGE

DIGITALLYCONNECTED

RICH/POOR DIVIDE

#4 out of 31

40+AGING POPULATION 33% GLOBALLY50% EU

- OTHER-ORIENTED- PURPOSE & MEANING- VALUES

EDUCATION LEVELS RISING

RISING INFLUEN

CE OF WOMEN

GROWINGMIDDLE CLASS

$30 TRILLION

SPREAD OF LIFESTYLE DISEASES

NET IMPACT OF CULTURAL FORCES

73% OF ALL BRANDS COULD DISAPPEAR AND CONSUMERS WOULDN’T CARE .

2013 Havas Meaningful Brand Index

LOCKED INTO A PARTICULAR CADENCE OF COMPETITION

PRODUCTS ARE COLLAPSING INTO EACH OTHER

HARDER THEY COMPETE, THE LESS DIFFERENTIATED THEY BECOME

BRAND CONSTRUCTION

Classified - Internal use

What the product is and does for meFUNCTIONAL

How I want to feel in this occasion EMOTIONAL

PRODUCTION QUALITY ↑

RESEARCH QUALITY ↑

SKUS ↑

COPYCATTING ↑

IDENTITY PLAY ↑

LOYALTY ↓

SHARE ↓

BRANDS LEAD BY SOCIAL PURPOSE

or…

FROM THE BEGINNING

SOCIETAL BRANDSLEARNING TO BECOME

ALWAYS HAS BEEN

NEW BRAND CONSTRUCTION

SOCIAL & CULTURAL

Cares for mywellbeing and the

wellbeing of my family

Cares for the wellbeingof my community

Cares for the wellbeing of the planet

What the product is and does for meFUNCTIONAL

How I want to feel in this occasion EMOTIONAL

BRAND IS EVOLVING

BRAND DESIRED IDENTITY

BRAND DESIRED SOCIETY

IT’S NOT JUST BRANDS

BRANDS Better, cheaperLess different products

Desired society

PEOPLEMore powerful

More concerned for wellbeing of self & others

Society growing more powerful vis-à-vis corporations & government

CORPORATIONSMore integrated in daily life

Seen as causing social & environmental harm

New Strategy: trusted ally for achieving our

desired society

NOT BETTER RESEARCH DIFFERENT RESEARCHCULTURAL RESEARCH

Desired society

Society growing more powerful vis-à-vis corporations & government

New Strategy: trusted ally for achieving our

desired society

EKOCENTER

SOCIAL ENTERPRISE

PLANTBOTTLE

73% OF ALL BRANDS COULD DISAPPEAR AND CONSUMERS WOULDN’T CARE .

2013 Havas Meaningful Brand Index

“Understand the external forces that will shape business over the coming decade.”

“Evolve as the world evolves.”MASTERS OF MARKETRESEARCH

Thank you.

@TomLaForge

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