From sourcing to roasting, coffee companies can have a lot to say about their product. These messages can majorly influence consumer perception and behavior – but not necessarily in the ways you’d expect.
For example, said Cheryl Hung, VP of Research at Dig Insights, during a recent webinar: “What kind of equity does coffee have with consumers? Are there positive and negative associations with coffee among different demographics? Who perceives coffee in a negative light? And what can we say to persuade them from a marketing perspective, or via point of sale?”