View
69
Download
0
Category
Preview:
Citation preview
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
MARKET INSIGHTS CULTURAL INSIGHTS PUZZLES MYSTERIES
TOOLSANALYSTDATA QUALITY &QUANTITY HOW WE KNOW WHAT WE KNOW
Recommended