Sustainability is crucial to the future of coffee. Not only is it necessary to protect our environment, but new research shows that socially responsible practices will also benefit your bottom line.
According to the NCA’s National Coffee Drinking Trends report, 16% of consumers limit their coffee consumption because they are concerned about the waste it creates, and 17% are concerned about the carbon footprint of the java they drink.
This data reflects a growing trend – one that will continue to have a huge impact on our industry.
Recent research from Nielsen shows that “the willingness to pay for sustainable products has increased universally since 2011. On a global scale, the percentage of consumers willing to pay a premium for sustainable products and services increased from 45% in 2011 to 55% in 2014.”
“Consumers around the world are saying loud and clear that a brand’s social purpose is among the factors that influence purchase decisions,” said Amy Fenton, global leader of public development and sustainability, Nielsen.
Demonstrating a genuine commitment to sustainability is especially crucial for reaching Millennials. This highly-coveted demographic will “ally with companies that share their values,” according to Sustainable Brands.
The Impacts of Drought on Coffee Production, NCA 2015 Annual Convention Speaker Presentation [PDF]
It’s Time to See Millenials Differently, LinkedIn