I find there to be a distinct “coffee culture” that exists within society. Liking coffee has become a personality trait. From stickers sold on eBay, to Instagram accounts dedicated to coffee memes, or just the entirety of Gilmore Girls, many people find themselves drawn into this global obsession. Of course, there is nothing inherently wrong with loving coffee. It's a perfect pick-me-up, and I have personally spent far too much money ordering from Mysk nearly every day. But why do I, and so many other people absolutely adore coffee? How much of this obsession with coffee that falls upon so many people stems from how society has marketed this simple drink?

One aspect of our addiction is obviously caffeine, the world’s [most popular] (https://www.theatlantic.com/magazine/archive/2020/04/michael-pollan-coffee/606805/) psychoactive drug, used by 80% of the population. It has been [scientifically proven] (https://www.philonomist.com/en/article/why-youre-hooked-coffee) to enhance our cognitive performance and stay alert for a longer amount of time by temporarily blocking the action of adenosine, a molecule in the brain that prepares a body to rest. With more caffeine, there are consequently more cravings for it, yet this societal hook goes beyond its chemical effects.

In Europe, the culture and behaviors surrounding coffee are much slower compared to America. People gather and linger in cafés, socializing or just people-watching. Yet, in America, most people go to coffee shops for an order they can get quickly and efficiently. Even more so, people tend to get their coffee by drive-thrus, and if they do sit down at a coffee shop, pretty often it’s having their laptops open with their headphones on while studying, especially for younger generations.

In the UAE, I find there to be a mix of both cultures. In Emirati culture, Qawha is normally drunk in a social setting with friends and family. Yet often, I see myself and others drinking coffee for the “buzz” that it gives us to push through the day a bit longer rather than purely a time to converse with others.

So, why is it that so many of us have this sort of overreliance on coffee? It’s because we have literally been conditioned to. Caffeine stimulates a type of consciousness called “spotlight consciousness,” where the brain focuses on one thing for a period of time. The opposite of this is called “lantern consciousness,” which stimulates the more creative yet slower part of the brain, promoting our minds to wander. This quick switch and the capitalistic promotions of it in the workplace started through a 1995 legal battle in the U.S. in the case of the United States vs. Phill Greinetz of Los Wigwam Weavers. Greinetz owned a factory that he was struggling to find staff for after WW2. To encourage better productivity, he introduced mandatory coffee breaks so employees had enough energy to finish their shifts successfully. Yet he didn't pay his workers for the time they spent drinking coffee. The issue got so serious that the U.S. Department of Labor got involved, and the court decided that employers had to cover coffee breaks since the business was positively affected by the worker's caffeine intake. What we see through this case is that coffee is celebrated, not for the taste, not for the socialization, but for its success in making you work harder, longer, and better. It’s conveniently praised when it builds profit.

Not to mention that coffee is often an indication of social status. In China, for example, tea drinking is deeply rooted in tradition, making the idea of consuming coffee foreign yet amusing. The popular coffee brand Starbucks has been marketed as a symbol of luxury and innovation to the middle class. In the UAE, I often see pretty high coffee prices, reaching a whopping 40 dirhams at times. These prices can be [due] (https://www.arabnews.com/node/1845276/lifestyle) to bean quality or to pay the staff proper wages, but often, it's simple supply and demand. Companies can charge these prices because they know that consumers are willing to pay. The experience, the aesthetic, and the status of holding a cup from that trendy place that just opened is what you buy, not just the coffee itself.

I don’t deny that coffee is more than just fuel for capitalism. Cafés are important third spaces. The issue is that it's expected to be the perfect solution to all problems, for better or worse. Be a tasty beverage for a relaxing catch-up with friends or an instant “work drug” to get you through the day. As the lines of coffee for enjoyment or efficiency blur, one has to think about what they consume every day and why.