Coke vs. kvas
I suppose after the attention it got with the Big Mac Index, the Economist couldn't help but continue to rely on mass-produced food items as economic indices. In this week's Economist, there's an article that purports that Coke can serve as an index of happiness. In this case, the analysis is restricted to Africa. The Economist argues that "[a]t a macro-level, when Coke fails, the country whose market it is trying to penetrate usually fails too." By this measure, it predicts a bright future for Africa:
...if Coca-Cola's predications are anything to go by, Africa's future is mostly bright. The company expects sales in Africa to grow by an annual 10-13% over the next few years.
If we were to extend this index to other parts of the world, we'd find one country experiencing a troubling trend - Russia.
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