Why Sustainable Coffee Brands Are Standing Out With Purpose-Driven Marketing

Coffee is a major industry that has not always been sustainable or fair. As the demand for coffee grows, many companies have started paying more attention to how their coffee sourcing practices affect the environment and people of origin. Sustainable coffee brands stand out with their purpose-driven marketing efforts by focusing on their product’s quality and social impact.

Furthermore, today's generation of consumers is more socially aware. Millennials, for example, are interested in how a product is made and how the company is positively contributing to make the world a better place. Not to mention, millennials currently hold the title of having the most significant purchasing power as their population is approximately 72.1 million. Interestingly enough, millennials are avid specialty coffee drinkers and are the highest users of social media. As you can see, this generation has the right amount of magic to either elevate or destroy a business in today's economy. Therefore purpose-driven marketing, especially in the coffee industry, is so vital. Sustainable coffee brands have taken notice and action within their marketing tactics that will tug on the hearts of their consumers.

Purpose-Driven marketing focuses on three fundamentals.

1. Identify a mutual cause that connects your audience
2. Sustainability
3. Drive social change by being transparent with your audience.

Sustainable coffee brands have elevated their brands by focusing on these fundamentals, giving their consumers more than a simple cup of coffee.

Millennials, for example, are interested in how a product is made and how the company is positively contributing to make the world a better place. Not to mention, millennials currently hold the title of having the most significant purchasing power as their population is approximately 72.1 million.

Focusing on the cause

The coffee industry is closely connected to the agriculture industry. Farmers that grow the coffee bean, remote locations within the rainforest, and how the coffee bean goods are sold are essential processes. Causes that save the rainforest by protecting its environment or supporting local farmers by ensuring fair trade are some mutual causes sustainable coffee brands advocate along with their fanbase consumers. Focusing on the why allows these coffee brands to engage with their customers personally, allowing them to become allies for the cause.

Larry's coffee is a sustainable coffee roaster that takes pride in creating long-term relationships with farmers. In addition, they source their beans through cooperatives that import Fair Trade coffee beans directly from the growers. Larry's coffee is also certified with the Rainforest Alliance non-profit organization that protects forests and biodiversity.

Sustainability within the coffee industry

Sustainability for a coffee company means that its core value is to minimize (or eliminate) the footprint of its business on the environment. These companies have taken a stand to incorporate sustainability into their business's DNA by purposefully integrating processes that support the farmer, protect the environment, and allies with causes that fight against the deterioration of our planet.

Sustainability could look like paying farmers fairly, using recyclable materials, creating zero-emissions coffee roasters, or using solar power for the facilities. Making sustainability known within the company's marketing strategy is extremely powerful in spreading knowledge and convincing consumers to buy from them instead of the major chain coffee shops.

Transparency drives social awareness and change

How can we spark change on economic issues - through social awareness. Social Media has been an extremely effective tool that highlights and brings awareness to what's going wrong in the world. Social media also causes the masses to advocate, rally, and drive change to those same issues. The transparency of sustainable coffee brands delivers knowledge to the masses, demonstrates the "lead by example" philosophy, and sparks action to millions of people who can join the cause.

Sustainable coffee brands communicate their message to the masses, ensuring their level of sustainability is relevant, honest, and are actively in progress.

Marketing for Sustainable Brands

With the recent growth of sustainable coffee brands, it's no surprise that they're winning with purpose-driven marketing. Millennials are at the forefront of this movement and have buying power unlike any other demographic. This generation cares more about what your company stands for than just its product or service offerings. To tap into these consumers' interests, you'll need to focus on sustainability, transparency, and social change through your messaging online and in person.

Key Takeaways that can help elevate your marketing strategy

1. Consumers prefer sustainable brands.
2. Sustainable coffee brands are winning by leveraging purpose-driven marketing.
3. Millennials hold the largest buying power within today's market.
4. Millennials care about purpose more so than the product and are avid social media users.
5. Purpose-driven marketing focuses on the cause, sustainability, and transparency that drives social change.