From Indian coffee connoisseurs popularising the rise of speciality coffee to the ‘coffee badging’ trend signalling a desire for flexible work, a coffee-themed foodie flex is taking over wider corners of culture. Here are the top ten insights and behavioural shifts that got us talking in July.
☕️ Indians have a newfound coffee obsession – India’s newfound love for speciality coffee is brewing a new era of beverage preferences among local caffeine lovers, driving market trends and redefining cafe enthusiasts’ tastes. This shift presents new opportunities for brands looking to innovate in a rapidly growing market.
💻 ‘Coffee badging’ showcases desires for flexible work – TikTok users are divided over 'coffee badging' – an office trend where workers show up, get a coffee, and go home to finish the day. The trend points to a desire for greater career autonomy and is part of how younger generations question traditional work structures and office norms.
🍟 Chinese foodies flock to fast food – amid economic shifts, China’s fast-food industry is booming. Driven by affordability, convenience, and culture, homegrown and international brands are tasting further success in the industry, highlighting how customer preferences and economic conditions are reshaping the Chinese fast-food landscape.
🥪 Food customisation appeals to young people – Heinz has launched a limited edition ‘holy grail’ product for superfans, combining 14 sauces. Interest in bold flavours is growing among experimental Gen Zers, and now brands are leaning into novel ways to encourage exploration and personalisation within existing offerings.
📌 Gen Z conservatives find new status symbols – Zyn nicotine pouches have become a phenomenon in US youth culture as a symbol of masculinity and conservative values. The brand’s virality has sparked significant debate around ethical marketing and nicotine regulation, revealing a new culture war arena that has launched it into the mainstream.
🎶 Charli XCX’s BRAT captured the cultural zeitgeist – Charli XCX's sixth album, BRAT, has transcended music to become a cultural phenomenon. Its distinctive lo-fi, lime green branding and strategic marketing have tapped into Gen Z's desire for authenticity, insider communities, and nostalgic tendencies – blending digital savvy with real-world impact.
🎨 Art fans search for diverse voices – Olaolu Slawn is a Nigerian-born, London-based artist forging his own path to global success via third-culture inclusion, co-creation, and an unapologetic approach to controversy. His organic approach to cultural relevancy and newfound attitudes to art are allowing new art communities and collectives to pop up in the process.
🍺 Guinness popularity is soaring among young drinkers – despite typical associations with an older generation of stout fans, Guinness has achieved cult status for young drinkers in the UK. As drinking habits shift within this group, people are looking to express their identity through their choice of beverage, and a new culture is forming around the brand.
🛍 IRL shoppers seek out experiential experiences – in partnership with Snapchat, Selfridges has launched an augmented reality locker room in its Oxford Street store. As consumers' expectations around experiential shopping continue to grow, brands have the opportunity to merge fandom and technology to enhance storytelling and community engagement.
✨ Global fashionistas find value in South Korean style – in South Korea, where wealth (or at least the look of it) is a priority, looking stylish is a lifestyle staple. Much of South Korean fashion today is futuristic, reflecting the country’s generally positive sentiments towards shifting fashion attitudes and its newfound approach to getting dressed.
