Everything your coffee business needs to know about Gen Z

They’re the most scrutinised generation in history, but does the coffee industry really understand Gen Z? Words by Tobias Pearce

The Economist magazine has called them ‘unprecedentedly rich’. The World Economic Forum says they’re the most ‘hyper-connected and hyper-lonely’ generation there has ever been.

To some, they’re lazy and lack social skills. Others praise their entrepreneurial spirit. In 2025, they even brought down governments in Nepal and Madagascar with mass demonstrations.

Gen Z, loosely defined as those born between 1997 and 2012, is the most scrutinised generation in history. Everyone has an opinion, and every business wants their attention. This enigmatic demographic has become the holy grail for coffee marketers worldwide, and the industry is obsessed with understanding who Gen Z is and what they want.

“Trends that may have gathered speed over months or years can now happen almost overnight”
Bradley Journeaux, Head of Research and Client Relations, World Coffee Portal

What’s at stake isn’t just another passing trend or category opportunity. This is about harnessing the future of coffee consumption itself.