The Coca-Cola brand has been around since the 19th century and is arguably the most well known brand across the world. A significant shareholder in the company Warren Buffett invested in the company because he believes that consumers will still be drinking Coca-Cola a long time into the future without much need to improve on the product.

At the same time the habits and practises of consumers in the last couple of decades have changed rapidly, as demographics change and markets evolve we see a number of ways that established brands like Coca-Cola will need to understand the modern consumer of the future in order to stay relevant. 

As an example, one area of note would be the decline of cash as a transactional medium and the rise of phones, portable devices and digital technology that will play an increasing part in the future of payments and commerce.

The strategic research and development work for Coca-Cola was part of a large campaign on innovation looking into the future of payments as well as looking at the consumer of the future. 

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