Macro/Micro: Tapping into the macrotrends

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Terena Bell
Multilingual March 2012
Columns and Commentary

Coca-Cola pays people just to read. The company literally has a team of folks paid to read more or less all day in order to watch for microtrends. They read whatever they want — business books, novels, newspapers. It’s my dream job. But Coke’s Tom LaForge, global director of Human and Cultural Insights, describes it a lot better ...

Coca-Cola pays people just to read. The company literally has a team of folks paid to read more or less all day in order to watch for microtrends. They read whatever they want — business books, novels, newspapers. It’s my dream job. But Coke’s Tom LaForge, global director of Human and Cultural Insights, describes it a lot better when he discusses the company’s trend-watching department. “There are a lot of macroforces that are out there,” LaForge said at the 2010 Sustainable Brands Conference in Monterey, California. “Macroforces are so big that they’re changing everybody’s lives from day to day.”

From his perspective, keeping an eye on macroforces keeps the company’s brand thriving in the 200+ countries where it’s sold. His team specializes in meta-analysis, ...


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