The Language of Coffee Among Millennials and How They Think about Sustainability

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Language of Coffee Among Millennials Today
And How They Think about Sustainability

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Coffee-drinking millennials - consumers ages 18 to 34 - have the potential to incorporate coffee as an integral part of their lifelong consumption patterns. These attributes make millennials a highly attractive market, but in order to best reach them, we need to understand how they perceive and talk about coffee.

Summarizing findings from recently completed proprietary research, conducted by Datassential for S&D Coffee & Tea, this session examines trends around millennials and their "coffee language."

You will learn:

  • Key purchase drivers for Millennial coffee drinkers
  • How Millennials define terms related to responsible coffee sourcing
  • The optimal positioning that targets and influences Millennials


John Buckner

John Buckner, Vice President, Marketing, S&D Coffee and Tea, leads the development and execution of programs and tools that communicate and expand S&D Coffee and Tea’s brand and support profitable revenue growth. This includes advertising, public relations, merchandising, research, trade marketing and sales support.

John brings more than 20 years of sales and marketing expertise to his current role including leadership roles in product and channel marketing at Ingersoll-Rand, Irwin Industrial Tools (part of Newell-Rubbermaid) and W.R. Grace.

Whether running a small start-up brand or leading communication efforts for world-class companies, John’s strategic focus and keen market knowledge, have made him instrumental in building winning programs across a variety of products, channels, markets and industries.

He holds Bachelor of Science degrees in education and psychology from the University of North Carolina at Greensboro, a Master of Education degree from the University of Virginia and an Executive Master of Business Administration degree from the McColl School of Business at Queens University of Charlotte.

For additional information or questions please contact Matthew Cariani at


NCA Market Research 2018

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5 Reasons to Attend the NCA Convention

Here are 5 (of the many) great reasons to attend the NCA 2020 Convention:

1. Networking that's worth your time

One conversation with the right person can change everything.

We've designed our programming for 2020 to ensure that you'll have maximum opportunities to connect with the people you want to meet -- including a networking lunch for everyone, coffee breaks, and nightly social events like our industry happy hour and "Welcome to Texas" kickoff party.

2. Education for the real world

Coffee is complicated -- from market price fluctuation to understanding the latest food science and coffee trends. And, like most things, the best way to learn is to dive in headfirst. This year we've packed our program with dozens of speakers, panels, and educational breakout sessions to help you gain the knowledge and insights that are most relevant to you.

3. Professional development

Developing strong industry leadership is critical for the future of coffee.

Whether you're looking to grow your own career or develop talent within your organization, our Convention provides opportunities to strengthen leadership skills and learn more about the business of coffee - from the Next Generation Council to events where you could meet your next business partner.

4. Industry innovation

Ideas are like coffee - fresh is better.

Find new inspiration to bring back to the office, whether it's from a keynote speaker or exhibitor. Maybe you'll discover the next big thing in coffee - or come up with your own.

5. Get involved

Tap into the (well-caffeinated) energy of the NCA coffee community! Convention offers many opportunities to give back to the industry or local community, make new connections, and discover new ways to collaborate.

Consider signing up for the local Coffee Gives Back day of service, contributing a blog post on your experience, or join the conversation at a breakout session.


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