For Millennials, buying coffee is “an emotional experience.” A recent study by custom coffee roaster S&D Coffee & Tea also found that for 18-34-year-olds sustainability can elevate that experience.

For Millennials, buying coffee is “an emotional experience.” A recent study by custom coffee roaster S&D Coffee & Tea also found that for 18-34-year-olds sustainability can elevate that experience. Though only 22% of Millennials say they know what “sustainability” means when it comes to coffee, 45% said they think highly of coffee brands that sell sustainably sourced products, and 25% said they would go out of their way to get it. But coffee brands are warned not to just slap on a label: “Use of coffee terms as mere labels will render them powerless to sharp-eyed Millennials who are increasingly skeptical of unsupported language.” (MUNCHIES)