Coca-Cola CEO Muhtar Kent has had much success at the helm of the iconic beverage company, but as he moves forward, he must keep up with the ever-evolving consumer.

In a recent column for the BBC, Kent cites five 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:

1. Mass urbanization — Movement to cities is causing logistical issues for retailers and consumer goods companies
2. An aging population — There are opportunities here, since older consumers have more disposable income
3. The rise of the global middle class — This is a massive growth opportunity, but there will also be stresses on resources
4. People care about sustainability — Now, being green has become “simply smart business”
5. Technology is changing expectations — It’s all about the digital shopping experien