In a column for BBC Business (@BBCBusiness), Coca-Cola (@CocaCola) CEO Muhtar Kent cites 5 global mega-trends from a Consumer Goods Forum report on the "Future Value Chain," and stresses how fundamentally important they are to the future of retail and consumer goods.
2020 Future Value Chain Webcast Presentation
1. Mass Urbanization. The proportion of people living in cities has now surpassed 50% worldwide, and should reach 70% by 2050, necessitating new supply chain and logistical models.
2. We're Getting Older. By 2047, the number of individuals over 60 years of age will be higher than those under 15 years of age, a shift presenting substantial possibilities for suitably adaptive organizations.
3. The Middle Class Cometh. The world is experiencing the greatest economic shift in history as the global middle class grows by another billion people in the next 10 years. By 2030, over 90% of this audience are set to reside in emerging nations, compared with 50% today.
4. Consumers in the Driving Seat. Evolving technologies are transforming customers’ expectations and ability to influence companies. By 2013, for example, there will be 2 billion mobile users, while a third of purchases are due to be completed online by 2020. Among the requirements on companies will be finding the right channels through which to converse with shoppers, alongside leveraging big data and embracing collaboration.
5. What About the Planet? Sustainability will assume heightened importance. By 2030, the global population should hit 8.3 billion, while the demand for food and energy is anticipated to leap by 50%, an acceleration standing at 30% for fresh water.
Coca-Cola also shares it’s branding vision:
How do the above mega-trends impact your publishing plans? Write your comments below.
Contact Somersault (@smrsault) to help you identify and maximize trends impacting your brand’s message.
And be sure to bookmark and use daily the SomersaultNOW online dashboard.