Human Connection

In a world dominated by contactless ordering, QR menus, and app-based delivery, consumers are seeking more human-centered experiences that foster meaningful connection.

Key Drivers

This shift is driven by a desire to balance technological convenience with authenticity and interaction. Brands are responding with distinctive, values-led branding, engaging merchandise, and immersive experiences that resonate with their audiences.

Sustainability plays a key role here, as eco-conscious consumers increasingly favor brands that align their efforts with ethical practices and environmental responsibility, creating a deeper and more authentic bond. Brands are reflecting this by tailoring their sustainability strategies, placing greater emphasis on the human factor through initiatives such as farmer education and welfare programs.

How This Trend is Manifesting

01.

Interactive Packaging

Interactive Packaging using technology as a vehicle for human connection, linking consumers with brand stories or communities at origin through QR codes on packaging, such as 19 Crimes’ augmented reality packaging.

02.

In-Person Events

In-Person Events such as pop-ups, latte art workshops, beverage launch parties and tastings.

03.

Retro Flavours & Brand Collaborations

Retro flavors or brand collaborations which invoke comforting memories or a sense of nostalgia, for example Twisted Tea’s collaboration with Rocket Pops.

04.

Branded
Merchandise

Branded Merchandise which sees brands connecting with the consumers and fostering a sense of loyalty through fun and aspirational branding. For example, Blank Street’s range of playing cards, t-shirts and matcha nail varnish.

Top Tips to Access This Trend

Work with a partner who can offer strong sourcing credentials, and a great human backstory.

Consider the ‘human’ impact of innovation, and ways to connect with consumers through flavor innovation.

Lean into the perception of tea and coffee as emotive, comforting and energizing ingredients.

What’s Next?

Ironically, we expect a greater role for technology to facilitate more personalized experiences, using AI-driven interactions to enhance customer engagement – such as drink recommendations based on consumption history. Virtual and augmented reality may play a bigger role in creating immersive, human-centered experiences.