The Psychology of Snobbery

Snobbery is about how people express identity, status, and knowledge. At the root of this behavior is a mix of insecurity, social psychology, and cognitive biases. Let’s break down the psychology behind why people adopt a snobbish mindset in specialty coffee, and how this harms the industry.

Status Anxiety: Why Insecurity Breeds Elitism

At its core, snobbery often stems from insecurity—a need to feel important, validated, or superior.

Thorstein Veblen’s Theory of Conspicuous Consumption

Economist Thorstein Veblen introduced the idea that people buy and flaunt luxury goods to signal social status rather than purely for function. In coffee, for example, this plays out when someone insists that only a rare, experimental-process Gesha from Panama is worth drinking—while looking down on more accessible coffee. The underlying motivation isn’t (just) an appreciation for the coffee; it’s the need to be seen as someone with exceptional taste.

Pierre Bourdieu’s “Cultural Capital”

Bourdieu argued that people accumulate “cultural capital” (knowledge, behaviors, and skills that signal high status). Specialty coffee knowledge—knowing the nuances of anaerobic fermentation, roast curves, or TDS (total dissolved solids)—acts as social currency. The more complex and niche the knowledge, the higher the perceived status.

If someone feels unstable in their social position, they’re more likely to assert their superiority through exclusive behaviors. This is why people who are newer to the industry, or who feel they still need to “prove” their expertise, can sometimes be the most exclusionary.

The Need for Differentiation: Social Identity Theory

Henri Tajfel & John Turner’s Social Identity Theory explains that people form groups to create a sense of belonging. Specialty coffee operates as a tight-knit tribe where insiders bond over shared knowledge. The problem? Group identity is often reinforced by excluding outsiders.

Coffee professionals often develop a language and culture that is deliberately difficult for newcomers to access. Words like “brix,” “refractometry,” or “phosphoric acidity” are normal in elite coffee circles, but alienating to the average consumer. The more obscure the terminology, the more exclusive the group feels.

Instead of welcoming new people, snobbery ensures that only those who “get it” can participate. But this shrinks the market—if specialty coffee remains a niche club, it won’t be able to sustain itself as prices rise.

On an unrelated topic, how was your World of Coffee?

Impostor Syndrome: The Fear of Not Knowing Enough

Many industry professionals suffer from Impostor Syndrome, where they fear they’re not as knowledgeable as they “should” be. To overcompensate, they can become hypercritical of others. This manifests in dismissive attitudes, aggressive opinions, and an unwillingness to admit when they don’t know something.

The Scarcity Principle: Why Exclusivity Feels Powerful

Robert Cialdini’s Scarcity Principle states that the rarer something is, the more valuable it appears. When coffee knowledge is difficult to access, it feels more prestigious. This explains why some professionals actively maintain barriers to entry rather than trying to educate new consumers.

How much did that certificate cost you?

The Dunning-Kruger Effect: Overconfidence in Limited Knowledge

The Dunning-Kruger Effect describes how people with limited knowledge overestimate their expertise. In specialty coffee, this often results in aggressive gatekeeping—where people who have learned a little about coffee suddenly feel like they know everything.

True experts tend to be more open-minded because they understand the vastness of coffee science. Beginners and intermediates, on the other hand, are more likely to be dismissive, thinking they’ve already figured it all out.

Who is your guru?

The Consequences of Snobbery in Specialty Coffee

Specialty coffee’s elitism might feel good for those inside the bubble, but it has real consequences. I can’t believe this still needs to be said, but here we are. I’ll try to be brief.

It Limits the Industry’s Growth

Specialty coffee is already more expensive than ever.

As of February 27, 2025, coffee prices have reached unprecedented levels, with the commodity trading at $3.7905 per pound. This surge represents a significant increase from previous years, highlighting the escalating costs in the coffee industry.

Historical Context:

• January 29, 2025: Reports indicated coffee prices hitting an “all-time high” of $3.60 per pound.
• February 19, 2025: Prices escalated further, reaching a daily high of $4.24 per pound and closing at $4.13. Such levels haven’t been observed in approximately 48 years, dating back to 1977.

Factors Contributing to Rising Prices:

• Climate Change: Extreme weather events, including severe droughts in major coffee-producing countries like Brazil and Vietnam, have led to reduced crop yields. These adverse conditions have disrupted the supply chain, contributing to the surge in coffee prices. 
• Supply Chain Disruptions: Logistical challenges and increased shipping costs have further strained the coffee supply chain, adding to the overall cost.
• Increased Demand: Global consumption of coffee continues to rise, with emerging markets contributing to the heightened demand. This imbalance between supply and demand has exerted upward pressure on prices.

Impact on Consumers and Businesses:

• Retail Prices: Consumers are experiencing higher prices for their daily coffee. In some regions, the cost of a cup of coffee is projected to rise significantly, with estimates suggesting prices could reach up to $12 per cup by the end of 2025. 
• Business Operations: Coffee companies are facing increased operational costs. For instance, JDE Peet’s reported a 13.2% increase in operating profit for 2024, driven by organic growth and cost discipline. However, the company anticipates a slight decline in its 2025 operating profit due to the significant rise in green coffee prices. 

In summary, the coffee industry is navigating a complex landscape marked by record-high prices, driven by environmental challenges, supply chain issues, and growing global demand. These factors collectively contribute to the increased cost of coffee, affecting both consumers and businesses worldwide.

If potential consumers feel alienated, they won’t buy in. Instead, they’ll stick with Starbucks, Nespresso, or supermarket coffee—brands that welcome them instead of judging them. Brands that welcome them. Instead of judging them.

It Creates a Toxic Culture

A culture of superiority makes coffee intimidating rather than exciting. Instead of inviting new consumers into the world of great coffee, snobbery tells them they don’t belong.

It Damages Specialty Coffee’s Own Survival

Coffee is getting more expensive and harder to source. The industry needs more consumers, not fewer. The more accessible specialty coffee becomes, the more people will be willing to pay for it.

The Path Forward: From Snobbery to Inclusivity

If specialty coffee wants to thrive, it needs to ditch the exclusivity mindset and focus on education and experience.

How?

• Make education accessible. Ditch the jargon. Talk about coffee in a way that excites people.
• Emphasize flavor and experience over technicalities. The average person doesn’t care about TDS—they care about taste.
• Welcome all coffee drinkers. Whether someone loves black filter coffee or caramel macchiatos, they deserve respect.

Final Thought: Coffee Thrives on Community, Not Exclusivity

At its core, coffee should be about bringing people together. If specialty coffee embraces more people instead of shutting them out, it will have a stronger, more sustainable future. That’s obvious, no?

Long story short: the real question isn’t whether people will pay more for coffee—it’s whether they feel invited to do so.