Culture Shifts and Brands - Tom LaForge, Coca Cola

Over the last several decades the relationships between companies, governments, civil society and the environment have been shifting dramatically. As a result, the roles of "consumers," "brands," "marketers" and "companies" have shifted in ways that many companies have yet to recognize. Listen to Tom La Forge, Director of Knowledge & Insights at Coca-Cola, describe 8 macroforces affecting society and culture, how business values are changing, the four roles of the "new" consumer, and the rise of the social construction roles that some brands have always, or are now beginning to play.

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