Coffee Culture Participants
Gen Z who are passionate about coffee, cafes, and coffee culture
Demographics
age range
18-26
gender skew
balanced
income band
middle
location bias
urban
Psychographics
Core Values
qualityexperiencecommunity
Motivations
caffeine, social connection, ritual
Media Habits
Primary Platforms
InstagramTikTok
Brand Affinities
Loved Brands
- local cafes
- quality coffee
- aesthetic brands
Rejected Brands
- low quality
- corporate
Marketing Implications
Do
- ✓Emphasize quality
- ✓Enable experience
- ✓Support local
Don't
- ✗Compromise quality
- ✗Ignore sustainability
- ✗Overcommercialize
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