The Sameness Report: Why 50 Specialty Coffee Brands Sound Almost Exactly Alike

This 12-page report is a language audit of 50 direct-to-consumer specialty coffee websites.

Across these 50 websites, we found brands using the same claims, the same promises, and the same predictable vocabulary — so consistently that two categories appear on 100% of sites, and no category appears on fewer than 30%.

This report shows, in specific and measurable terms, why companies need to focus less on making the same claims as everyone else, and more on leading with the stories and lived experiences that are uniquely their own.