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Monday, April 27, 2015

Columns and Commentary

Macro/Micro: Tapping into the macrotrends

Terena Bell

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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Above excerpt taken from the March 2012 issue of MultiLingual published by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, Idaho 83864-1495 USA, 208-263-8178, Fax: 208-263-6310. Subscribe

March, 2012