The sustainability of coffee has been criticized, with many slamming the pods and capsules thrown away in landfills, as well as the 2,5 billion cups used for take-out in the United Kingdom every year. Coffee companies are taking action to ensure that your caffeine fix does not harm the environment.
Percol created a pop-up coffee shop in London’s Old Street Station for UK Coffee Week to show the many ways that coffee consumption can become more sustainable. Green Cup will upcycle the grounds into furniture. The shop uses only ethically sourced beans. The pop-up shop is plastic-free and sells reusable cups. It also has a cashless system, stores dairy products in recyclable bags, and uses reusable coffee cups.
Niomi Hannon is the marketing and product manager for Food Brands Group. She told JWT Intelligence that “we truly believe everyone can make a positive difference by simply making small changes in their daily coffee rituals.” Our pop-up was designed to encourage consumers to make the changes and give them all the information they need to make an informed decision about their coffee. This includes choosing certified beans or using a reusable mug.
Each type of coffee in the pop-up is priced according to how sustainable its production is. The cheapest coffee is an espresso, thanks to its relatively low carbon footprint. A latte, on the other hand, is expensive due to the milk content. A virtual reality station in the shop takes customers on a trip to a coffee plantation in Antioquia, Colombia. They can meet young coffee farmers whom Percol supports through its Next Generation Coffee Project. The shop also features a virtual reality station that takes customers to a coffee farm in the Antioquia region of Colombia, where they can meet some of the young coffee farmers Percol is supporting through its Next Generation Coffee project.
According to a survey conducted by kNOW/Critical Mix in March 2018, 78% of 18-24-year-old consumers are willing to pay more for a more ethical product or service. It’s, therefore, inevitable that brands will incorporate social responsibility into their products.
Patagonia launched its microsite Patagonia Action Work in February 2018. It connects potential activists with local organizations. The user can enter their postcode to see local initiatives that are related to the social and environmental issues of interest. The site suggests volunteer opportunities in areas such as pollution and climate change.
West Elm, a furniture retailer, launched West Elm Local Experiences on March 18, 2018. The furniture retailer West Elm launched its West Elm Local Experiences in March 2018.
Many consumers are willing to spend more on products and services with socially responsible credentials. Unilever’s 2017 study found that 33% of consumers worldwide choose to purchase products from brands that they feel are committed to social and environmental responsibility. This represents a $1.2-trillion market for brands with clear sustainability credentials.
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