Gen Z is rewriting coffee culture—here’s how brands can keep both generations happy
Time to spill: Gen Z isn’t just changing how we sip coffee—they’re redefining what coffee is. With $360 billion in disposable income, this generation is driving demand for functional ingredients, convenience, and hyper-customization. Yet, their love for sweetened lattes and matcha-infused drinks clashes with the purist ethos of specialty coffee. Brands risk alienating loyal customers who still crave simple black brews. The question isn’t whether to adapt—it’s how to balance innovation with tradition without losing the soul of the craft. Gen Z’s shift toward “treat-like” coffee is reshaping the industry. A National Coffee Association report reveals 65% of Gen Z…
