The Starbucks Paradox.

Solidifying itself in the psyche of modern young professionals and students, Starbucks has developed an aura that seemingly transcends mere coffee shop.

How can a shop that doesn’t actually make edibles in-house, serves high sugar and unhealthy delectibles, and one that is literally on every corner, avoid the fast food label and brand itself as a more chic “home away from home?”

Nothing is coincidence.

Starbucks’ largest client base, 49%, is composed of adults aged 25–40. According to the 2014 Nielson Global Health and Wellness Survey, this same age group identifies as health conscience and most willing to spend money on healthier products of any other age group. How can such a divide exist;

The clientele that purchased a Unicorn Frappuccino this past fall are the same people who place the most value on eating clean.

Starbucks must have some crazy magic up its sleeve.

The answer rests in the genius of the Starbucks’ marketing strategy. Starbucks has branded itself as a home away from home. It has become more of a stopover point in ones commute; a place to relax, enjoy music, work or study. Oh, and by the way, come buy a latte and croissant too.

Everything from the design of the bar, the selection of tiles, the ambient music and the padding in the chairs elicits feelings of comfort and home. The story the environment tells you is that you are cozy. You are safe here. Stay here. Eat and stay as long as you want.

And people DO. The marketing has worked. A perfect marriage of design, psychology infleunce and a decent product has birthed a household name integral to our daily routine.

So yes, that Iced Blonde Double Latte with Caramel Drizzle you just ordered has way too much sugar to synch with your lifestyle, but it’s already a part of your routine. It’s almost home, really.