30 Dec '16, 9pm

In 2016, Coffee Sometimes Played a Supporting Role in Brand-Building

As is the case each and every year, there were also the persistent questions among CEO types in 2016 regarding what messages coffee companies should be sending, and to whom, specifically. To answer those questions, several organizations published market research reports, with a strong focus on the relationship between marketing and consumer trends, especially among the demographic often referred to as millennials. Through these came some confounding, and perhaps comical, realizations, such as certain demographics think it’s important to buy “sustainably” sourced coffee, despite admitting to not knowing what “sustainable” means in that context.

Full article: http://dailycoffeenews.com/2016/12/30/in-2016-coffee-some...

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