Coffee is getting more and more popular every year. However, before the rates of drinking coffee was in decline. Krystal D’Costa from the Scientific American quoted William Roseberry: “From 1962, one can chart a consistent decline. In that year, 74.7 percent of the adult population was calculated to be coffee drinkers; by 1988 only 50 percent drank coffee. Even those who drank coffee were drinking less. In 1962, average coffee consumption was 3.12 cups per day; by 1980 it had dipped to 2.02 cups and by 1991 had dropped to 1.75 (Roseberry 1996: 765).” After this decline in coffee drinking, marketers decided that they needed to change in the way they advertised to the public. It’s well known that my generation is known as the “me” generation, and marketers realized that they need to market their coffee that way. They have to show our generation that coffee is personalized to us. They also realized that they needed to create a better terroir of coffee. Before the specialty coffee wasn’t very flavorful and it was very bland, however now there are so many different terroirs of coffee that pull people to the market. Since Starbucks opened in 1972 it really didn’t hit the mainstream market until the 90’s. Rick B from IPoll blog states that Starbucks brought gourmet coffee to the mainstream public, and made more diverse flavors available to a world used to bland robusta coffees. Marketers new to change the way of advertisement to fit our “conceited” society, and Starbucks knew that we were ready for more diverse flavors. However Starbucks is now a corporation that many small coffee shops hate they do have to realize that the coffee revolution did start with them.