Diverse, young consumers are the driving force behind Starbucks’ future. 

Diverse, young consumers are the driving force behind Starbucks’ future. Gen Z and Millennials make up for over half of the massive coffee brand’s customers and they report Starbucks is their first choice for away-from-home coffee around the world. Starbucks is continuing to appeal to younger and more diverse audiences who have the largest affinity for their brand and their chief marketing expert wants to “continue to cater to a very diverse and increasingly young customer base with those cold, customized, plant-based beverages, [because] the strategy is working.” YPulse research shows Gen Z is the most diverse generation to date—and according to Starbucks, their drink choices are as well. While their hot coffee purchases are on the decline, they’re seeing young consumers buying more iced and customized drinks than ever before. (Baking Business)