Millennials have been characterized by being entrepreneurial, questioning about everything but most of all, conscious (environmental and socially). A recent study states that when a millennial buys coffee he uses emotional decisions instead of any basic need to drink a cup of coffee.

This is very interesting. What does Millennials value in buying a common cup of coffee? They value the perception of the social and environmental impact that the coffee manufacturers have in the world. This means that when they purchase coffee from a particular store they have a perception that they are doing something good to the world, even though that is not slightly true.

The survey (that involved 900 millennials) observed that millennials prefer to buy products from a company that they perceive is organic or sustainable and they are willing to pay more for that product. They associate the word sustainable or organic with agriculture, farming practices and locally sourced.

(Gouletas,2015)

Nevertheless, a coffee store can use the word organic or sustainable in their products and can state that they are an environmental conscious business, but if the millennial does not get that perception from the store, he will not believe it and therefore he will not buy the product from them. This type of perception is a selective perception because it depends on the background, interest, experience or attitudes of the person. While a millennial can think that he is buying an organic/sustainable product and that he should pay more, a baby boomer can never agree on that, because they are not as environmentally conscious.

Therefore, in order to have an impact among millennials, the true question lies here: Does a store need to completely be environmental conscious/friendly or just a little bit but pretend and show they are?

References:

  • Crawford, Elizabeth. “Millennials Chose Coffee Based on Emotional,.” FoodNavigator-USA.com. Food Navigator, 26 Apr. 2016. Web. 01 Feb. 2017.
  • Langton, Nancy, and Stephen P. Robbins. Organizational Behaviour: Concepts, Controversies, Applications. Toronto: Pearson Prentice Hall, 2007. Print.
  • Gouletas Danielle Gouletas, Danielle. “Millennials Not-So-Secret Life of Booze, Fast Food & Coffee.” MUSES & VISIONARIES MAGAZINE. M&V, 25 Feb. 2015. Web. 01 Feb. 2017.