Shu, Ruisi

Introduction

For many of us, passing by coffee shops, hearing coffee mentioned in media, and drinking coffee is a regular thing. Coffee is important to many people and is ingrained into daily life throughout the world, which makes coffee culture a valuable topic to research.

What is coffee culture? Coffee culture, which emphasizes the ideas, practices, technology, meanings, and associations around coffee (Tucker 2017, 7), can be looked at more closely in terms of coffee consumption, which could involve traditions, behaviors, and practices around coffee consumption.

What is coffee culture’s impact on individuals and communities? This research topic is significant because coffee consumption is incredibly popular across the globe, and it would be valuable to understand how this culture of coffee consumption can affect people. After synthesizing research on coffee consumption culture, I discuss how coffee culture impacts individuals and communities in how it affects physical health, contributes to the construction of identity and image, and plays a significant role in routines and social relationships. 

Background

Coffee culture can be seen throughout the world today, and with it comes a history that should be addressed.

Regarding coffee, Steven Topik writes, “Since the late 1400s, cultivation spread out from Africa to Arabia, East Asia, Latin America, back to Africa and to East Asia. Today, it is grown on every continent except Antarctica” (Topik 2009, 81). Coffee production goes back a long time, spanning many different regions as coffee culture expanded. That coffee is grown on almost every continent demonstrates how ubiquitous of a product it is.

A problematic aspect of coffee’s history is how coffee production’s growth in tropical nations is connected to the expansion of Europe’s colonial powers with coffee being “hand in hand with colonialism”, as the Dutch required its subjects to produce coffee and the French and British used African slaves to labor in coffee and sugarcane plantations (Tucker 2017, 40). Coffee has played a role in colonialism, while colonialism also furthered coffee production’s growth. Coffee’s presence in slavery and imperial power was not a deterrent to the expansion of coffee cultivation.  

Despite coffee’s past, it has established a major presence in popular culture. Today, coffee is produced in many areas around the world and consumed globally. Consider the following chart on coffee bean production which illustrates 2020 data on the regions wherein coffee beans were produced. The map shows us how global coffee production is, with coffee being produced in many countries, and how large the volume of production is, with some areas like Brazil, Vietnam, and Colombia producing coffee in the million tons.

The global nature of coffee consumption can be seen through the presence of coffee shops across the world and through examples of glocalization. We can understand glocalization as involving the local being formed by the global, such as how major US brands often succeed in other countries when changes are made to customize them to the local market (Simi 2017, 574). This idea of glocalization is significant as it shows how cultures can be intertwined, with one region’s food culture being influenced to fit another region’s preferred tastes. What it means for coffee is that major coffee brands who choose to establish an international presence may be able to have some or substantial influence on coffee culture in other regions by customizing their offerings for the area. The Starbucks brand is one we can look more closely at.

Within the restaurant business, Starbucks ranked second in worldwide sales in 2014 (Tucker 2017, 4) and had 21,366 stores and outlets in 65 countries by 2014 (Tucker 2017, 9). The coffee brand has a serious international market that could allow it to influence coffee consumption culture throughout the world. It also reveals that without even counting local coffee shops, coffee consumption culture must exist in at least 65 countries, demonstrating a widespread consumption culture. An example of Starbucks’ glocalization is how Chinese Starbucks shops reflect local tastes by offering menu items like green tea tiramisu and Chinese moon cakes that appeal directly to local consumers (Ferreira 2018, 789). This example shows how different cultures can collide to form a unique coffee culture that is, while local to the area, still part of the global coffee culture. 

Coffee and Health

One way in which coffee consumption culture impacts individuals and communities is how it factors into physical health.

Characteristics of Coffee

With coffee being so widely consumed, the fact that coffee contains caffeine can be reasonably considered common knowledge. Consider the following image depicting the quantity of caffeine in coffee. 

Effects of Coffee Consumption on Bodily Functions and Diseases

Coffee consumption can also impact bodily functions and diseases.

For one, consuming coffee can have a positive effect on people in how it can protect against incident diabetes. A meta-analysis of 18 different studies with information on 457,922 participants found every additional cup of coffee was associated with a 7% reduction in the risk of incident diabetes, with decaffeinated coffee showing a similar level of protection (Cano-Marquina 2013, 16). The below chart shows the inverse relationship between the amount of coffee consumed and the incidence of diabetes. We can see how the percent incidence of diabetes has a trend of decreasing when more coffee is consumed.

This information about coffee’s association with diabetes could be valuable for health reasons. Knowing there is an inverse relationship between coffee consumption and the risk of incident diabetes means there is a potential for coffee to be employed in a medical sense with the aim of preventing incident diabetes. The fact that decaffeinated coffee shows similar protection levels is also notable, as that may open such a potential use to people who do not consume or tolerate caffeine.

Coffee may also help prevent strokes. Two meta-analyses have shown that there might exist a weak inverse relationship of about a 10-20% risk reduction between coffee consumption and the risk of stroke (Cano-Marquina 2013, 15). While the relationship between the variables may be considered weak, this information is still interesting for what it suggests about the benefits of consuming coffee. For instance, while medical professionals might not prescribe coffee to avoid strokes, the average person may find it a motivating factor to drink coffee regularly. 

There may also be a protective function against liver diseases. Studies suggest habitual coffee consumption can protect hepatocytes from damage by viruses, alcohol, drugs, or other aggressive agents, meaning that coffee consumption could reduce risk of abnormal liver function, cirrhosis, or hepatocellular carcinoma (Cano-Marquina 2013, 16). This idea that coffee consumption as a habit can help protect one’s liver against harmful agents may be valuable medically. Coffee could be seen as a legitimate preventative tool against major liver diseases and issues.

Parkinson’s disease is another problem coffee consumption can address. A meta-analysis has shown that coffee can yield a 33% reduction in risk of Parkinson’s (Cano-Marquina 2013, 16). This protective effect may be due to caffeine, as decaffeinated coffee does not have an association with Parkinson’s disease (van Dam 2020, 375). This information tells us coffee can be useful against neurological disease and suggests there is potential for coffee to be used as a prevention method against Parkinson’s disease. This idea could be encouraging knowledge for anyone who has a risk of Parkinson’s as well as any medical professionals who work with them. However, because preventative effects seem to require the consumption of caffeinated coffee, this method may be more restricted based on individuals’ caffeine tolerance. 

Lastly, coffee drinking is connected to reduced mortality. Cohort studies have shown that consuming 2 to 5 cups of coffee daily is associated with reduced mortality (van Dam 2020, 375). The correlation between the regular consumption of coffee and life span suggests regular coffee consumption could come with a longer life. As such, this finding seems generally beneficial with coffee consumption apparently having an overarching positive effect on life span. 

Coffee and Identity

A second way in which coffee culture impacts individuals and communities is how coffee culture contributes to the construction of identity and image. 

One’s perceived status is something people may see as part of their identity and public image. Catherine Tucker writes that those who drink espresso drinks may be seen as more ambitious and wealthier than people who drink regular coffee, and thus coffee can indicate socioeconomic class, with people of a “higher class” having the choice to reaffirm their status by drinking specialty coffees (Tucker 2017, 16). People may see themselves as upper-class or elite, or as part of the working class, and can outwardly identify so by representing themselves that way with their coffee. Just as someone might display their social status through designer handbags or brand name jewelry, they may choose to express it through the everyday drinks they consume, whether through the price, perceived value, or the brand of the coffee. Consider the following image depicting various types of coffee drinks. 

A study by Jennifer Smith Maguire and Dan Hu about Starbucks in China provides evidence to support the idea that people align themselves with the coffee they drink. They noted that nine respondents connected Starbucks to the display of a positive status, with some describing Starbucks drinkers as largely belonging to the upper or middle class (Maguire 2013, 675-676). One person compares sitting in Starbucks to a business card displaying his taste and status, and another states that Starbucks in China symbolizes status, fashion, and modernity and that she feels more confident when at Starbucks (Maguire 2013, 676). If being at Starbucks is like a business card, it demonstrates that some people consider there to be legitimate social value to being associated with the coffee brand, and as such may choose to align their identities with it. Perceiving coffee as a luxury good can contribute to constructing one’s identity as being someone who can afford that status symbol. In this context, the coffee’s brand is a key factor–the respondents saw the Starbucks brand as highbrow and as a symbol with social value that they want to be connected to. They do not treat coffee as a simple commodity, but as a prop they use to construct their public image. 

The use of coffee as a status symbol seems to be growing. Steven Topik notes that gourmet coffee is the only sector of the United States coffee market that is growing, with gourmet coffee being more a status symbol or a declaration of lifestyle rather than a necessity (Topik 2009, 100). This observation suggests that the demand for gourmet coffee is growing in the United States because individuals associate it with status. They may be seeking out gourmet coffee, perceiving it as better quality and higher status, because they think it could serve their goals in impression management. This growth is not limited to the United States. In China, coffee drinking is perceived as more of a trend rather than a habit, with it symbolizing an affluent lifestyle, and increased demand for products such as coffee is due to factors like rising incomes, higher living standards, and awareness of Western trends (Ferreira 2018, 785). The coffee market continues to grow across the world. The perception of coffee drinking as representing status and wealth seems to contribute to the growth in China and could play into increased coffee demand in other places as well. Considering the association with higher income, living standards, and Western trend awareness, we might expect to see places experiencing similar trends to have similar coffee consumption trends.

Coffee's Role in Routines and Social Relationships

A third way in which coffee culture can impact individuals and communities is through how it affects routines and relationships.

Routines

It is valuable to look at just how popular coffee consumption is across the world to get a proper grasp on how much influence coffee culture has on individuals’ daily routines. Consider the following table taken from a December 20, 2022 report produced by the U.S. Department of Agriculture (USDA), titled “Coffee: World Markets and Trade”:

The table shows that just within the last period, the European Union consumed 42,000 thousand 60-kilogram bags, the United States consumed 26,968 thousand bags, and Brazil consumed 22,450 thousand bags. This data demonstrates just how popular coffee consumption is in these regions and everywhere else as well. Additionally, the USDA report forecasts global consumption of coffee for the 2022/23 period to be 800,000 bags higher at 167.9 million bags (United States Department of Agriculture 2022, 2). This information is notable as it indicates consumption is expected to increase even more.

Coffee consumption is a part of many people’s daily lives and in their social routines. Tucker notes that 83 percent of the US’s adult population drink coffee and 61 percent drink it daily (Tucker 2017, 18). Most adults in the United States drink coffee and drink it daily as part of their routine. Although this data is specific to the United States, the USDA data on domestic coffee consumption suggests there are likely many people in the European Union and Brazil who have coffee drinking as part of their regular routine as well, in addition to others from different nations.  

In America, coffee is served at breakfast, provided at business offices for clients and employees, utilized by students and those working night shifts or facing deadlines to stay awake, and “occupies a prominent location at club meetings, church potlucks, weddings, funerals, and special events” (Tucker 2017, 20). Coffee is present and consumed for a variety of reasons and in a variety of settings. Not only is it used for the everyday reasons of getting some energy to start the day or to stay productive at work, but it is also used in social settings like the office and special events during which people gather. It is considered normal for coffee to be available at so many parts of someone’s day. 

Coffee’s use for work in regular routine can be connected to productivity, with Tucker describing in the context of the Industrial Revolution how “the correlation between the growth of industrial labor and caffeine consumption appears to have developed synergistically… coffee helped factory managers and owners to meet their goals of higher productivity and profits” (Tucker 2017, 48). The stimulating effect of coffee is relevant here. Coffee helping people work longer hours while remaining alert may contribute to coffee’s popularity in the workplace and explain why offices provide coffee, since employees being more productive can benefit both the company and the economy.

Not only is coffee a part of most American adults’ daily routines, but it is also an indispensable part to many of them. In the United States, most people continue to drink coffee even when prices increase or the economy suffers since coffee is now such a major part of their lives, with many people simply preparing coffee at home to save money and reducing visits to coffee shops and restaurants during the 2008 economic recession (Tucker 2017, 4). This description indicates how necessary people consider coffee to be within their everyday routine,  such that they do not discard coffee drinking as a practice even when it is less practical. This idea demonstrates how much of an impact coffee culture can have on routine, with people adjusting their life to accommodate coffee drinking rather than giving it up. 

Coffee’s role in routines is significant not only because it is a part of many people’s lives, but also because of how such routines impact individuals. Therefore, it is important to look at coffee’s role in social routine specifically.

 Social Routines and Relationships

Coffee culture and its presence in social routines can have an impact on individuals and communities because of how it contributes to the building of individual social relationships and facilitation of community social interaction. Coffee culture can be found centered in community arenas like coffee shops or the workplace, which encourages this social aspect of coffee consumption.

The social aspect of coffee culture has been demonstrated consistently throughout history and today. Historically, coffeehouses have represented major social hubs. For instance, in Puritan England, coffeehouses served as office buildings, penny universities, libraries, men’s clubs, the workplace of literary giants, zoos, theaters, and museums (Topik 2009, 92). Coffeehouses were public spaces fit for individuals and groups to visit and socialize in, such that they could host an incredible variety of meeting types. Coffee consumption became a focal center around which people would gather.

Why were centers of coffee consumption seen as intertwined with socialization? In the context of the historical Middle East, coffeehouses were a secular public space in Muslim lands where men could meet with non-family members, providing a social option for nightlife, and they were an affordable location to offer entertainment and hospitality to friends without hosting at home, which was considered off-limits to non-family individuals (Topik 2009, 90). We can understand that a major appeal of coffeehouses has historically been their ability to provide a public gathering place where groups could meet and spend time drinking coffee together without intruding into individuals’ homes. Although the idea that the home was off limits to non-family members is perhaps specific to the culture Topik is describing here, there exists the more general reasoning behind meeting in a public space wherein hosting does not clash with privacy. 

Additionally, in the eighteenth century, “the enjoyment had by the patrons of the coffeehouse was found in conversation with other people” and a rule surrounding speech in this setting was that rank did not matter and that anyone in the coffeehouse had a right to speak with any other person (Colás 2018, 99). This description demonstrates how coffee drinking culture was a very social experience with conversation between coffeehouse patrons. This center where coffee was made and distributed was not only that—it also represented a public, social space that was conducive to a particularly democratic environment. The idea that status, class, or rank did not matter in the coffeehouse and that anyone could talk to anyone would certainly encourage the social nature of coffee culture.

Looking at more specific interactions, coffee could be found used as a social tool. For example, the Turks “poured the exotic liquor for their receptive aristocratic European guests during extravagant soirees” (Topik 2009, 91). It seems coffee was considered an appropriate centerpiece for fancy gatherings, to the extent of being used as a reception for foreign guests. It is notable that this example shows how coffee could be used as a social lubricant on a more significant level, in what could be considered a diplomatic manner between host and foreign guest.

Today, coffee remains a major social tool between individuals and within community settings. In America, coffee became part of the workplace, with workers taking coffee breaks to get a break from work and to socialize with their colleagues, to the point that “Let’s have a cup of coffee” would mean “Let’s have a conversation” (Topik 2009, 99). Coffee has become a major aspect of office culture. It can act as a social lubricant between workers since rather than doing nothing for a period, employees can drink coffee and chat while doing so. As such, coffee drinking can foster social interaction. A coffee break can be spontaneously done by individuals, as illustrated in the below image, or scheduled by management to encourage networking. In either case, we can see how coffee culture could facilitate social relationships between individuals and foster bonds within a community such as the workplace.

Coffee shops are still popular today for their social function as public “third’ spaces. Coffee shops have a reputation for acting as social meeting places and appeal to the “human desire for social interaction and connection to others, even if one plans to be alone” (Tucker 2017, 8). We can see how true this idea is by simply looking at the kinds of common reasons people visit coffee shops. For instance, professional networking is often conducted in the form of coffee chats, first dates are often held at coffee shops, and group study sessions can also be found at coffee shops. What these things all have in common is that they are about some form of social connection, with coffee and coffee culture acting as social lubricants. This observation supports the idea that coffee shops are commonly perceived as social meeting places and impactful as such. As a result, coffee culture can impact individuals and communities by offering environments and social contexts that support conversation and interpersonal interaction.

A modern development in the sociability of coffee shops has been due to the increased presence and power of technology. The Internet allows coffeehouses to “extend their reach as places of social interaction” and to “provide a physical bridge for communicating through cyberspace” (Tucker 2017, 9). People may use the Wi-Fi that a cybercafé provides to video call or message others that are two or two thousand miles away. Coffee shops, by offering internet, can help act as a social meeting place not only for people interacting physically within the same space, but also for those in different parts of the world. 

Routines and Relationships as Affected by Covid-19

Routines and relationships as we have discussed have been affected by the COVID-19 pandemic. 

Coffee drinking has moved away from coffee shops, with more consumers drinking coffee at home. Regarding Canada, Tim Hortons’ head of retail Sam Heath commented that the pandemic “drove a big spike in coffee products sold at grocery and drug stores across the country,” with the experience at Tim Hortons supporting the Coffee Association of Canada data that consumers simply shifted where they were consuming coffee (Thomson 2021). People moved toward making coffee at home rather than giving up coffee due to coffee shop closures, supporting the aforementioned idea that many consider coffee necessary to their everyday routine and will adjust their life to accommodate coffee drinking. This shift from coffee shop to home could represent a change in the social function of coffee culture, at least temporarily.

A similar trend has been observed in the United States. A survey showed that during the pandemic, nearly one-third of Americans tried recreating coffee shop drinks at home and a quarter of Americans purchased new coffee formats and new coffee brewing machines for their homes (Haase 2022). This information shows that many Americans also moved toward drinking coffee at home. The idea that so many people bought new coffee machines and tried to recreate coffee shop drinks to consume at home shows how even in times of crisis, coffee is seen as a necessary fixture in routines. 

Workplace coffee culture also changed. A study showed “workplace coffee consumption was down 55% since January 2020” (Haase 2022). This data demonstrates how other centers of coffee consumption have also been affected by the pandemic. As the office has been a place supporting coffee culture’s impact on social relationships, the reduction in workplace coffee consumption that could be attributed to the decrease in those going to the office may further represent a change in coffee culture’s social impact.

As the world recovers from COVID-19, we see coffee culture recovering too. For instance, “Stone Creek, which closed more than a dozen cafes in May 2020, reopened them in May 2021. Pond has seen not only a steady recovery for the business, but also increased recognition and gratitude toward cafe staff” (Haase 2022). The way in which this coffee chain has been impacted by COVID-19 exemplifies how the pandemic hurt the coffee business, but also suggests the effect may be temporary. If closed cafes can reopen and recover, it seems the significance of coffee shops and other centers of coffee consumption has not been lost and the social aspect of coffee culture may also recover as people move back to drinking coffee in shared spaces. 

Conclusion

Overall, coffee culture can impact individuals and communities by affecting physical health, contributing to identity construction and impression management, and playing a substantial role in routines and social relationships. Firstly, coffee culture can affect people’s physical health through coffee’s short-term effects related to energy and mood, or through long-term effects like caffeine addiction or coffee’s impact on disease and health risk. Secondly, coffee culture can contribute to individuals’ public image management and identity construction. People may use their coffee to control their image or to inform how they see themselves. Finally, coffee culture is part of many people’s routines and has a socialization function. Coffee is at the center of many different social interactions and of many community spaces. COVID-19’s impact shows how coffee culture’s social function can be affected by external influences. An interesting opportunity for further research could be following how coffee culture’s impacts change as coffee culture continues to develop.