Wake Up Call Coffee
AWARDS > 2026 COFFEE SHOP HUMANITY INDEX STUDY > WAKE UP CALL COFFEE
Regional Award
Wake Up Call Coffee Named a 2026 Brand Humanity Award Honoree—West
The Brand Humanity Award honors companies that consumers identify as caring and people-first based on perceptions of empathy, transparency, fairness, trust, reliability, and authenticity.
The 2026 Coffee Shop Humanity Index Study was conducted using a rigorous, nationally representative consumer survey of U.S. adults. Read the article
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Our awards are earned—not claimed. Each award is a trusted mark of excellence, backed by the voices of real consumers. In this video, we discuss our findings from the 2026 Coffee Shop Humanity Index Study.
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Why America's Coffee Ritual is Searching for Its Soul
The 2026 Coffee Shop Humanity Index Study℠ reveals a fundamental tension: consumers want assembly-line speed while mourning the loss of the coffee shop's soul. Our study of 1,107 U.S. consumers found:
Pragmatic Humanity:
Consumers define brand humanity through functional respect for their time and budget. Value (54%), Convenience (51%), and Reliability (48%) are the most-selected qualities of a "human" brand.
The Performance Gap:
While 59% of consumers choose shops based on consistent, efficient experiences, 54% are still influenced by personal warmth—a dual mandate that's difficult to scale.
The Loyalty Driver:
Consistent, efficient experience was the top loyalty driver (52%), followed closely by fair pricing (43%).
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Our 2026 Coffee Shop Humanity Index Study reveals a growing tension: consumers demand rapid efficiency but crave human connection.
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