Global demand for coffee is rising consistently across the world, but climate change is threatening to shrink suitable land needed for coffee production in half by 2050. Committed to respectfully delivering great-tasting coffee for over 30 years in China, Nescafé collaborated with Ogilvy Beijing to bring its global “Cup of Respect” sustainability program to Chinese consumers, hoping to raise awareness about the impact of climate change and increase brand affinity with young urban coffee drinkers.