Specialty coffee brands face the challenge of staying relevant to younger generations amidst a plethora of beverage choices. This article discusses the importance of innovation, sustainability, and social media presence to appeal to Gen Z consumers. Genevieve Kappler of Roasting Plant, Savina Giachgia of Nestlé Professional, and Drew Dennehy of THREE Specialty Coffee Roasters share insights on Gen Z's preferences for convenience, quality, and sustainable products. They emphasize the use of social media, especially TikTok and Instagram, to connect with this demographic. Companies must showcase authenticity and align their values with Gen Z's to build a meaningful connection. The rise of ready-to-drink coffee options and exceptional customer service are also highlighted as key strategies for engaging younger coffee enthusiasts.
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