Why “sustainability” has become a buzzword in the coffee industry

The term “sustainability” is inescapable in the coffee industry. According to research from Mintel, almost half of new global coffee products launched in 2020 had some kind of ethical or environmental claim. This is close to double the number from 2012, indicating just how much consumer interest in sustainability has grown over the years.

From packaging to green coffee buying to roastery operations, more companies than ever are claiming their practices and products prioritise environmental, social, and economic responsibilities. This shift in marketing and branding is understandable. A recent study from the International Institute for Sustainable Development found that 43% of coffee consumers say they are influenced by “ethical, environmentally friendly, or socially responsible coffee options”, meaning businesses have an opportunity to tap into growing demand and differentiate themselves.

On one side, an increasing focus on improving environmental, social, and economic responsibility in coffee is, of course, positive. Reducing emissions and waste, supporting coffee-growing communities, and paying higher prices for quality coffee, for example, are some of the ways we can foster a more resilient and equitable industry.

On the other hand, without proper regulations, due diligence, specificity, and transparency, there may be little evidence to support claims of sustainable practices, reducing them to marketing buzzwords and greenwashing.

To understand more about why sustainable coffee brands need to practice what they preach, I spoke to Kamil Kamieniecki, marketing manager at Samba Coffee Roasters, Elisa Criscione, founder of Digital Coffee Future, and Quinn Kepes, Senior Programme Director at Verité.

You may also like our article on why soil health and reg ag are the latest trends in third wave coffee.

Defining sustainability has become multifaceted

The word “sustainability” originated in the 18th century when German mining administrator Hans Carl von Carlowitz advocated for responsible forestry. In 1987, the Brundtland Commission famously defined it as meeting present needs without compromising the ability of future generations to meet their own. This definition spans environmental, social, and economic realms and highlights how all three aspects are interconnected.

Sustainability has become a key consideration for actors, companies, and organisations at all levels of the coffee supply chain. Production has historically created challenges like deforestation, overreliance on artificial inputs, and trade structures that restrict farmers’ ability to be paid higher prices, particularly for smallholders. To be considered truly sustainable, ESG practices demand not only responsible environmental stewardship but also efforts to improve economic resiliency in coffee-growing communities.

There has been a noticeable shift in consumer behaviour over the last decade, as many millennial and Gen Z coffee drinkers have prioritised sustainability in their purchasing decisions. A recent survey found that 90% of Gen Z business owners and decision-makers prefer coffee brands that actively promote their sustainability efforts.

“Social media has aided transparency, allowing consumers to hold brands accountable when they mislead customers,” says Kamil Kamieniecki, marketing manager at Samba Coffee Roasters, a Greek specialty coffee roaster established in 1979. “It’s crucial to read the fine print on labels and conduct quick web searches when in doubt about sustainability claims.”

Laws and regulations have also greatly influenced public opinion. A growing number of global governments have started implementing policies that steer industries toward more sustainable practices, often resulting in significant adjustments to trade and operations. For example, the EU’s Corporate Sustainability Due Diligence Directive requires companies to publish sustainability reports on the impact of their environmental, social, and governance practices by 2025.

But the risk of greenwashing remains high

As new global regulatory frameworks emerge, quantifying and evaluating sustainability practices in the coffee industry will become easier. However, with no current obligation for all companies to provide data backing up their sustainability claims, the term can easily be reduced to a marketing buzzword. 

“The rise of sustainability as a buzzword reflects broader societal demands for change,” says Quinn Kepes, Senior Programme Director at Verité, a non-profit that advocates for fair labour rights. “However, the allure of marketing buzzwords can obscure genuine efforts. Many brands that appear sustainable often lack authentic investment in solving the underlying issues.”

Even when roasters, traders, larger farms, equipment manufacturers, and other coffee brands publish reports, the abundance of data can be overwhelming for consumers and others who read them.

“The coffee industry has diluted the concept of sustainability,” says Elisa Criscione, founder of digital strategist and technology company Digital Coffee Future. “There’s a tendency to collect vast amounts of data without a clear strategy, leading to confusion over how that data is applied and to what end.”

How certifications influence sustainability in coffee

The relationship between coffee consumers and sustainability is undergoing a significant shift. While earlier claims surrounding sustainable products triggered doubt among consumers, conscious consumerism has driven discerning coffee drinkers to evaluate them more critically. 

“There’s a notable urgency among consumers to understand the impacts of their purchasing choices,” Quinn says. “However, the market often misleads them. Brands perceived as sustainable may not reflect the depth of actual practices behind their images.

“Consumers have shown a willingness to pay more for coffee produced under environmentally and socially sustainable conditions, but this often only applies to specialty coffee and during economic growth periods,” he adds. “When recessions occur, this demand can diminish, creating an additional hurdle for brands seeking to maintain truly sustainable practices.”

Evolving consumer awareness has spurred a growing demand for transparency, in which certifications have played a large role.

“They provide legitimacy to sustainable practices, helping consumers make conscious choices and push the industry towards better standards,” Elisa tells me. “While the evolving certification landscape can lead to confusion, engaging with consumers in an understandable way is crucial.

“There are also some companies that follow sustainable principles without certifications, showing there are alternative paths to a more sustainable future,” she adds. “While certification labels can be helpful, engaging with consumers remains crucial to ensure they understand the broader implications of sustainability within their purchasing decisions.”

What about regulations?

While consumer demand undoubtedly steers corporate behaviour in the right direction, authentic, large-scale shifts toward sustainability are more likely to arise through legislation. Without firm standards, companies can easily manipulate narratives while neglecting to foster genuine change.

The new EU regulations, such as the EU Regulation on Deforestation, showcase the divide. On International Coffee Day 2024, a newly formed consortium of civil society organisations, known as VOCAL (Voice of Organizations in Coffee Alliance), was announced to confront the coffee industry’s stance on regulatory compliance.

In its inaugural action, the group published a report urging the private coffee sector to adapt to the new legislation rather than advocating for delays in enforcement. Entitled “Coffee’s Regulatory Blend,” the report describes the industry’s approach to tackling environmental, economic, and social challenges as “insufficient” and “overdue”, characterised by “resistance” and “misinformation”.

Regulations can address sustainability challenges in an organised, consistent manner by mandating companies to substantiate their claims. “Such regulatory pressures significantly drive companies’ attention to human rights practices, labour conditions, and fair wages within their supply chains,” Quinn says.

At the same time, legislation can also ostracise some actors in the supply chain, especially smallholders. Without the support and guidance on how to comply with regulations like the EUDR, implementation falls short.

A call for genuine commitment

Despite its pervasiveness, sustainability risks becoming a hollow concept without concrete, actionable language and genuine commitments from brands. Companies must embody sustainability practices authentically and embed them into daily operations.

“The sustainability conversation must evolve,” says Kamil. “We need to focus on real solutions that actually benefit both consumers and producers while navigating the logistics of implementing efficient practices.

“There’s a lot of work to be done. The industry has tools at its disposal, yet the challenges of infrastructure and logistics often stifle initiatives.”

As this discourse progresses, it becomes essential for brands to adopt more transparent, outcome-based metrics that reflect their actual practices. Otherwise, they risk losing consumer trust and loyalty.

“It’s crucial to carefully select the right indicators. While it’s tempting to collect as much data as possible, doing so can reduce efficiency,” Elisa tells me. “Organisations should adopt fewer but more relevant sustainability indicators that align with their operational realities. Fostering a culture of accountability around sustainability metrics can lead to more effective practices.”

Why collaboration will be key

The future of sustainability in the coffee industry depends heavily on collaboration among the public and private sectors. “As companies face increasing pressures from human rights laws and market demands, they must develop robust frameworks for human rights due diligence,” Quinn explains. “By embedding human rights within business practices and focusing on economic sustainability alongside environmental and social responsibilities, coffee brands can create a solid foundation for genuine change.”

But this won’t stem from isolated initiatives. It requires integrated efforts from stakeholders across the supply chain, including consumers, producers, and regulatory bodies, to forge sustainable frameworks that will not only support production and consumption but also drive awareness and education on broader issues.

“Brands can and should communicate with workers directly to identify practical changes that will enhance their working conditions, from improving labour practices to ensuring fair wages,” Quinn says. “This bottom-up approach is as essential as any top-down mandate.”

Authentic commitment to sustainability requires a transition away from marketing rhetoric to measurable action. “Traceability is the only way forward,” Kamil emphasises. “For example, smallholder productions are easier to control in terms of communication, ensuring that the products sold genuinely reflect their branding.

“I’m optimistic,” he adds. “It’s crucial that we turn our dialogue into action. It’s time we implement the ideas we often discuss.”

The rise of conscious consumerism has put sustainability in the spotlight in the coffee industry. The term has quickly become a key part of marketing strategies, but when efforts don’t extend beyond branding, it can lose all meaning and purpose.

By grounding sustainability in authentic partnerships and commitments, it will become less of a buzzword in the coffee industry, implementing effective change and ensuring a more resilient sector.

Enjoyed this? Then read our article on the main sustainability issues in coffee.

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