Cafe Culture Is American Culture

Ad Age decided to commission Lightspeed Research to find out whether either New Year’s resolutions or a tough economy were turning latte sippers into bean counters.
The survey results reveal that 60% of Americans have scaled back on fancy or expensive coffee in the past six months; 56% report cutting back just since the beginning of the year. The culprit was overwhelmingly the economy, with 90% of survey respondents saying they are doing so to save money. Upmarket coffee “just cost too damned much,” said one respondent. “I don’t drink as much Starbucks as I did before,” said another.
[Editor’s note: The people surveyed clearly haven’t been to Jim and Patty’s on NE Fremont Street in Portland for a Mocha Borgia (mocha with a slice of orange). If they had, they’d be totally hooked.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.