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The Culture of Coffee Drinkers

Grown Ups and Coffee

By 1988 only 50 percent of the adult American population drank coffee. In 1962, average coffee consumption was 3.12 cups per day; by 1991 had dropped to 1.75 cups per day.

At the onset of the 1980s, coffee growers and retailers realized that the current 20-29-year-old generation had little interest in coffee, which they associated with their parents and grandparents.

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IDEA EXTRACTED FROM:

The Culture of Coffee Drinkers

The Culture of Coffee Drinkers

https://blogs.scientificamerican.com/anthropology-in-practice/the-culture-of-coffee-drinkers/

blogs.scientificamerican.com

6

Key Ideas

The Caffeinated and the Un-caffeinated

Morning commuters seem to fall into one of two categories:

  • the Caffeinated: ready to take on the day—they're reading their morning papers, or checking email, or reading for pleasure.
  • the Un-caffeinated: with bleary-eyed, they walk more slowly up the stairs and are more irritable when you hurry them along—or hurry by them.

We're taught to look for these traits in connection with coffee.

Grown Ups and Coffee

By 1988 only 50 percent of the adult American population drank coffee. In 1962, average coffee consumption was 3.12 cups per day; by 1991 had dropped to 1.75 cups per day.

At the onset of the 1980s, coffee growers and retailers realized that the current 20-29-year-old generation had little interest in coffee, which they associated with their parents and grandparents.

Coffee And the "Me" Generation

For the coffee industry to survive, it needed a new marketing strategy. The consumer was changing and coffee-players needed to pay attention.

Crucial questions the 'me' generation will ask: "What's in it for me? Is the product 'me'? Is it consistent with my lifestyle? Do I like how it tastes? What will it cost me? Is it convenient to prepare?"

The Value, Quality, and Image of Coffee

The consumer needed to be made more aware of what made coffee worth the price.

So there needed to be a type of coffee to appeal to every person: Coffee for the aficionados, the penny-counters, those on-the-go, and the senior community who were already strong supporters. Coffee was meant to permeate every aspect of life.

Smaller roasters marketing specialty coffee, although slightly more expensive, found a niche to replace the tasteless coffee.

Coffee: A Boost in Productivity

We have been taught to look for a boost in productivity from this drink. Caffeine makes us feel alert and attentive. It helps us get through those non-optimal periods for productivity when we compelled to be productive anyway.

But coffee became with time more personal, more accessible. The 20 - 29-year-olds began to drink coffee because it meant something to them: a flavor for everyone, a style for every lifestyle.

Our Choices

Coffees offer us a way to look at our relationship to the larger world and see that sometimes our choices are not really our own.

This is not, of course, to say we enter the market as mere automatons. But we exercise those choices in a world of structured relationships. The 'me' that we have come to emphasize may be less personal than we realize.

SIMILAR ARTICLES & IDEAS:

Coffee in moderation

Coffee was once believed to be a possible carcinogen. However, the evidence is consistent that coffee in moderation is associated with a lower risk of mortality.

Research found moderate ...

The way coffee is prepared matters
  • Roasting reduces the number of chlorogenic acids, but other antioxidant compounds are formed.
  • Instant coffee may not have the same health benefits.
  • The oil in boiled coffee has cafestol and kahweol, compounds known to raise LDL, the bad cholesterol, and slightly lower HDL, the good cholesterol. However, the clinical significance of such small increases in cholesterol may be questionable.
Coffee and caffeine
  • A typical 12-ounce serving of drip coffee has 200 milligrams of caffeine.
  • Instant coffee has 140 milligrams of caffeine.
  • Espresso has the highest concentration of caffeine, 70 milligrams per one-ounce shot, but is consumed in smaller quantities.
  • Brewed decaf has caffeine too - about 8 milligrams.
  • Some people have a genetic variant that slows their metabolism for caffeine and keeps them awake deep into the night.

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Coffee is better in group tasks
Coffee is better in group tasks

A recent study found that if you have coffee before a conversation, it will actually make you focus better and feel better about the people you are talking to.

The ideal time to drink coffee

If you want to maximize the benefits of caffeine, you should have your first cup about four hours after you wake up.

You are naturally alert when you wake up because your cortisol levels are high. So drinking caffeine first thing is just going to make the drop even harder a few hours later.

Coffee has the potential to extend your lifespan

According to studies, coffee drinkers have a slightly lower risk of death over 10 years (10 to 15%) than those who don't drink it regularly.

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The power of caffeine
The power of caffeine

Scientists determined that a person who is more sensitive to the bitter taste of caffeine drinks more coffee.

The stimulating effects of caffeine on the brain act as a kind of positive rein...

Genes and coffee

More research is needed to validate whether there is a causal link between genes and specific taste perceptions.

Scientists are planning to delve further into the relationship between taste perception and health - to evaluate if bitter taste genes have implications on disease risks.

Coffee Culture In Italy
Coffee Culture In Italy
  • Cappuccino is only made in the morning.
  • Highly concentrated espresso is served in small, ceramic cups, and almost taken as a shot of alcohol.
  • Sometimes, a slice of lemo...
Coffee Culture In Mexico

In Mexico, coffee is served throughout the day.

Called “café de olla” in Spanish, this traditional drink is brewed in individual earthenware pots filled with cinnamon sticks. This aromatic coffee is actually quite addicting.

Coffee Culture In Saudi Arabia

Coffee comes with serious etiquette, including serving the oldest in the group first.

Saudi coffee (called “kahwa”) is dark, horrendously bitter, and flavored with cardamom. The coffee is usually served with sweet dates to cut the flavor.

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The Half-Life of Facts
The Half-Life of Facts

Facts decay over time. And the time it takes to disprove or replace half of it can be predicted.

Data in medicine become half as relevant in 2-3 years. For exact sciences, 2-4 years.

Half life of facts and compound knowledge

If we want our knowledge to compound, we’ll need to focus on the invariant general principles.

Half-lives show us that if we spend time learning something that changes quickly, we might be wasting our time. 

Get a good night’s rest

The first key to productivity: getting enough sleep. 7-8 hours of sleep a night will improve into your work, from sharper decision making and problem-solving, to better coping with chan...

Drink some coffee at work

Caffeine has a range of positive impacts beyond keeping you awake: from increased alertness and reaction time to improved learning, memory, and even mood. 

And coffee isn’t just effective on a chemical level: scheduling coffee breaks so that the entire team took it at the same time increased productivity.

Take regular break

Taking breaks during the workday is important for workers to replace workplace “resources” - energy, motivation, and concentration

These resources are limited and they need “charging” by doing activities that require less effort or use different resources than normal work or are just something the worker enjoys.

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Goal setting
Goal setting

Is the act of selecting a target or objective you wish to achieve.

Goal setting is not only about choosing the rewards you want to enjoy, but also the costs you are willing to pay t...

The Rudders and Oars Metaphor
It helps clarify the difference between SYSTEMS and GOALS:
  • Your goals are like the rudder on a small rowboat. They set the direction and determine where you go. 
  • If you commit to one goal, then the rudder stays put and you continue moving forward. 
  • If you flip-flop between goals, then the rudder moves all around and it is easy to find yourself rowing in circles.
  • If the rudder is your goal, then the oars are your process for achieving it. While the rudder determines your direction, it is the oars that determine your progress.

Example: If you’re a writer, your goal is to write a book. Your system is the writing schedule that you follow each week.

How to Set Goals You'll Actually Follow
  1. Ruthlessly Eliminate Your Goals. Consistently prune and trim down your goals. If you can muster the courage to prune away a few of your goals, then you create the space you need for the remaining goals to fully blossom.
  2. Stack Your Goals. Make a specific plan for when, where and how you will perform this."Networking: After I return from my lunch break, I will send one email to someone I want to meet."
  3. Set an Upper Bound. Don't focus on the minimum threshold. Instead of saying,  “I want to make at least 10 sales calls today.” rather say, “I want to make at least 10 sales calls today, but not more than 20.”

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The necessary amount of sleep
The necessary amount of sleep

Most adults function best after 7-9 hours of sleep a night.

When we get less than 7 hours, we’re impaired (to degrees that vary from person to person).  When sleep persistently fa...

Polyphasic sleeping

It's based on the idea that by partitioning your sleep into segments, you can get away with less of it.

Though it is possible to train oneself to sleep in spurts instead of a single nightly block, it does not seem possible to train oneself to need less sleep per 24-hour cycle.

Replacing sleep with caffeine

Caffeine works primarily by blocking the action of a chemical called adenosine, which slows down our neural activity, allowing us to relax, rest, and sleep.

By interfering with it, caffeine cuts the brake lines of the brain’s alertness system. Eventually, if we don’t allow our body to relax, the buzz turns to anxiety.

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Questions about the meaning of life contain assumptions:
  • “What’s the meaning of life?” Assumes that there’s a single meaning.
  • “Does my life have meaning?” Assumes (or at least hints) at a “...
Problems of meaning=problems of insufficient value
Those who think life is meaningless feel that there is a gap between their expectations and reality: between the degree of value that life should have and the degree of value that it actually has. - Iddo Landau
To find meaning in life, we can either:
  1. Add more value: identify activities that are valuable to us  or we can remove activities that reduce value.
  2. Change our thinking: Perhaps our life already has sources of value, but we just aren’t looking at things in the right way. 
Customizing your coffee

Coffee is worldwide famous for its flavor, smell and energetic effect. According to experts, however, the real coffee has only one flavor, without any added cream or sugar and, above all, without b...

The true meaning of coffee

Coffee is, for most of us, a synonym for starting our day, getting the energy in order to work hard, being able to think, to dream. 

Coffee is so much more than just a hot or warm drink. Coffee is for the adults who do their best to be efficient at work, but also a drink that runs in the family and connects individuals.

The power of coffee

Throughout your life, you tried, at some point or another, coffee. And you came, undoubtedly, to the conclusion that coffee is miraculous. 

And it is indeed: coffee enables you to start over again and to carry on, no matter how old or tired you are. After all, this is coffee we are talking about.