What Is Long Weekend Coffee’s Purpose?
Our first goal is to build a profitable coffee brand, but our underlying goal is to help people rethink and recalibrate their priorities, values, and dreams toward a more emotionally, materially, and environmentally sustainable state. The world feels very dark these days, and people are exhausted and stressed from the pandemic, government dysfunction, war, and the climate emergency. We believe that the best path forward is to reset our lives to be simpler and less materialistic, to focus on relationships and experiences not things, and to live more in the analog world and less in the digital.
Of course, we also think people are exhausted by the stressful calculus of wokeness, political correctness, cancellation culture, etc., and the nagging sense that they’re doing it wrong, so this idea of restoring ourselves through simpler, healthier lives must be communicated subtly. “Better and less materialist lives through good, clean fun” is our foundational principle, but it will be expressed gently and, for the most part, in the background.