What Impacts My Decision - Which Brand of Coffee I Buy

According to Markstein and Certus Insights, 70% of consumers want to know how the brands they support are addressing social and environmental issues, and 46% pay close attention to these efforts when making purchase decisions.  

Human rights, natural environment, and social justice are prominent social issues, and these are transforming the way people think and shop. A staggering 94% of Gen-Z now think companies should address pressing social and environmental issues, and 55% of consumers are willing to pay extra for products and services that contribute to positive change. Prowly APRIL 3RD, 2024 

76% of consumers say they wouldn’t do business with a company that holds views or supports issues that are in conflict with their own. This means you can encourage a strong sense of customer loyalty by working with charities or groups you know your customers support. Knowing a part of your profits goes towards a cause they support can encourage customers to align themselves with your business, motivating greater spending and boosting return business.

2022 2023 2024
  • I connect with the brand owner, the brand and the brand message.  They share a common interest or support a cause I’m interested in. 
78.6 88.8 89.6
  • They know the product they sell/Know specialty coffee.
62 67.5 68.7
  •  They are a credible brand. (Owned by real people actually running a coffee business).
58.9 66.0 67.6
  • Brand has a positive impact on society and the environment. (Previously, brand has a sustainability message).
(55) 57.4 65.8
  • Convenient/Reliable (combined from previous)
44 44.1 48.3
  • Packaging Appearance
4.1 4.4 4.8
  • Price (assumes brand messaging = perceived value)
4.6 4.5 4.4

World Coffee Research unites the global coffee industry to drive science-based agricultural solutions to urgently secure a diverse and sustainable supply of quality coffee today and for generations to come.


What is World Coffee Research?

World Coffee Research (WCR) is 170+ companies in 29 countries driving collaborative, global R&D to forge the future of coffee.

We are a nonprofit agricultural research organization, formed by the worldwide coffee industry in 2012 with the recognition that innovation in coffee agriculture is necessary to catalyze resilience and growth for the global coffee sector.


What does WCR do?

We work urgently to make better plants available and accessible to farmers to enhance coffee productivity,

profitability, quality, and climate resilience. In particular, we support the professionalization of nurseries and seed systems, conduct variety trials, and use modern, demand- led coffee breeding to generate the next generation of climate-resilient coffee varieties.

We prioritize working in countries critical for supporting origin diversity. Our focus countries contain 50% of the world’s 12.5 million family coffee farms and produce 30% of the global supply of coffee. Our goal is to enhance the competitiveness of these key countries and their ability to address major threats to supplies of quality coffee.

Our WCR research agenda is executed in partnership with leading institutions in producing countries and around the world.

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