Culturally relevant. Future fit.
The Coca-Cola Company
How Expert Intelligence helped the world’s biggest drinks company stay ahead of shifting consumer culture.
The question
How do you keep iconic brands culturally relevant when the way people socialise, connect, and consume is shifting faster than ever?
What we did
We brought the outside in.
Curating a global lineup of cultural experts, from anthropologists and behavioural scientists to Gen Z specialists and community creators, we connected brand and insight teams directly to the people closest to the change.
Through live, expert-led conversations, teams could explore emerging behaviours, pressure-test ideas, and connect macro trends to real, local realities. Expanding understanding not just of what was happening, but why.
Our impact
The work helped The Coca-Cola Company move from reacting to cultural change to getting ahead of it.
Teams gained a more contextual understanding of behaviour, turning broad trends into actionable insight, sharpening creative direction, and making decisions with greater confidence.
Expert Intelligence now fuels multiple workstreams, helping ensure brands don’t just keep up with culture, but stay ahead of it.
Partnering with cultural experts provided critical depth to our exploration of the future of socialising. Their insights gave us early visibility into the cultural shifts, values and evolving behaviours influencing how consumers connect. This gave us a clear framework to anticipate future consumer behaviours and identify high-impact opportunities, ensuring our brands remain culturally relevant and future fit.
Human Insights Director, The Coca-Cola Company
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