Lofty Coffee Co. Finds Sustainability Concerns Outpace Action
⏱ 1 min read The Short Version Most coffee drinkers prioritize familiar sustainability labels like *organic* and *fairtrade*, but overlook less common terms like *shade-grown*, highlighting a gap between stated values and real purchasing habits. In This Article Certifications Are the Language of SustainabilityThe Reusable Cup Gap: Stated Values vs. Daily Habits Real talk: Coffee drinkers claim to value sustainability, yet their purchasing choices reveal a disconnect between intent and behavior. A survey by San Diego’s Lofty Coffee Co. highlights how consumer priorities are shaped by familiar labels, while less mainstream terms like shade-grown or bird-friendly remain largely unknown. Sustainability…