This Earth Day, new data from Lofty Coffee has found that today’s consumers care more than ever about selecting ethical coffee beans. Per the recently released Earth Day Report, data suggests that about two-thirds (66%) of coffee drinking respondents said environmental and climate impacts influence their coffee choices. Additionally, of the 66%, the majority (34%) say it is “somewhat important,” 19% say “very important,” and 13% say “extremely important.” Even more interesting is that half (51%) of the respondents say they would pay more for sustainably packaged coffee.
The problem? While intentions are great and the demand for ethically sourced coffee rises, many are still confused by coffee packaging labeling. This signals an area needing major improvement for coffee brands, as 50% of respondents noted they don’t know what common coffee labels on packaging mean, such as ““shade-grown” or “bird friendly”.
When asked about six of the most common concerns regarding sustainable coffee (carbon neutrality, fair trade sourcing, livable farmer wages, plastic-free packaging, regenerative farming, and supply chain transparency, respondents were most concerned with purchasing coffee from brands that are committed to livable farmer wages.
Some other findings from this coffee study:
- When asked how important “environmental sustainability” is when purchasing coffee, a strong majority of consumers (74%) say it is a priority.
- 74% of respondents say they are likely or very likely to buy coffee labeled “organic,” “fair trade,” or “sustainably sourced”.
- Only about 12% of coffee drinkers bring their own coffee cup to the cafe. Nearly 42% of respondents say they never bring their own cup to a coffee shop.
