There’s a dilemma women face that most men will never understand. When a woman is nice to a man she has just met, they often misconstrue her kindness for a sign of sexual attraction. A study published in Psychological Science found that men who are shown pictures of women misidentify their body language and facial expressions as sexually suggestive 12% of the time.

This poses a huge problem for women in customer service. Reddit user XochiquetzalRose was having such a problem with men misinterpreting hr kindness for flirting, she asked the online forum for help. And boy did they deliver.

“I work at a grocery store. I have excellent customer service and im really empathetic. Im kind and i try to make every 30 second – 5 minute interaction with a person a good experience for them, she wrote. “I’m starting to feel a little upset though because some of my regular men… older, sick, sad… have become too comfortable with me. They needed a kind ear but now they seem to feel it means more. They make comments about going out, or do i have a boyfriend or nothing sexual” but”can we be friends, can i have your number?” When i know the nothing sexual” isn’t their true intention.”

“It hurts my feelings because, can’t i just be kind? Can’t we just be humans in this together? Why must it turn down that path. Do any of you experience these sort of interactions? I don’t want to close myself off from being an empathetic person, but the way the tides have been turning… it’s becoming exhausting.”

The post was a huge hit on Reddit attracting nearly 6,000 responses . More importantly, it provides some great advice for women who want to be kind to men but don’t want them to think they’re are being flirtatious.

flirting, men, women, sexism, harassment, communication, customer service
Customer service workers give smiles and thumbs up Image via Canva

Here are the 11 best responses:

1. “I’m very much like you, but I don’t work in retail anymore (thank god). My optimistic take on it, is to be honest and gentle. ‘I’m flattered but I don’t give out my number. Thank you for the compliment though!’

“If you want, you can hide behind imaginary boyfriends, or store policy, or not owning a phone, etc. But for me, owning my right to say no, without needing an excuse or an apology was very liberating.”

“You don’t owe them anything. You don’t even owe them a thank you for hitting on you. ( I only say thanks when the person is really polite and it genuinely flatters me) . And if it seems daunting at first, practice what you’d say in front of a mirror, say the words aloud and listen how it sounds. Find phrases you like and repeat them until you own them.”

“There’s no need to compromise.”

“Edit: spacing + when I say gentle, I mean at first, and for those polite and genuine. If someone insists, you can tell them you’ve already answered, and they should respect that, and don’t hesitate to call them out on their harassment. Being nice and being meek are two very different things.”

dating, flirting, parties, stalking, harassment, sexism
A woman pushes away a man Image via Canva

2. “God, this is so real. I never realized how important this was until recently. I had a stalkery guy who would NOT leave after a party, even though my friends insisted he leave ahead of them.”

“He lurked outside my apartment and called and texted asking if he could come back up. I told him all manner of “No.” Said I wasn’t interested. Told him to go home. Until eventually I gave up and texted, in response to his repeated calls.”

‘I can’t pick up the phone because I’m on the phone with my BOYFRIEND.’

“At the time, it was a lie (although I currently am dating the guy I was on the phone with lol). But he went away. I was SO PISSED that that’s what it took. And that he unquestioningly accepted another man’s dominion over me, when he wouldn’t accept a simple, “I’m not interested.” Guh, it still chaps me.”

3. “I worked in retail for most of my years in college. I started as a cashier and eventually moved into a stocking position. I worked in a resort community where there were many older people who were usually rude, acting like taking to you was a waste of their time.”

“Well while working there I was touched and awkwardly hit on almost weekly. I helped someone out to their car and they called me cute the entire time and asked me to get in their car. I had someone offer me a tip try to put in my pocket and then played with me while their hand was in my pocket. I was probably 17 for this one. My ass has been slapped, chest rubbed, and crotch grabbed multiple times. So I understand where everyone is coming from. The only difference is, I’m a man and had older women do all of this to me. I told my management about it and they usually laughed saying ‘your a guy get over it’.

4. “And it’s funny, even when you decline politely they’ll try to turn it around on you and make you the bad guy. I was having a drink and reading alone recently when a man came up to me and asked me if I smoked/offered a cigarette.”

Me: “No, I do not, but thanks”

Him: “Oh, well can I can sit down with you and talk?”

Me: “I’m really focused on my reading right now, and don’t feel like talking. I appreciate the offer though, you can even sit here to smoke if you want.”

Him: “…Well fine. I figured you’d want the company”

Guy was flustered walked away for a bit, but made to sure to get my attention as he left, “I’m going to enjoy that cigarette now!”

Me: “…Okay!”

Obviously not the worst interaction in the world, but definitely made me chuckle how entitled this guy felt to talk to me.”

flirting, sexism, unwanted attention, social skills, men, women, dating
A woman gives Image via Canva

5. “I have ‘The Look’ I give guys who can’t or won’t take a polite no. I can’t always control it, but I try to use it as a last resort. Years ago I was working retail and a customer was being an arse, and I looked away from him and The Look slipped out while I was looking in the direction of a friend. She saw The Look and ducked!! After the arse left she came over and asked why I was so mad at her.”

6. “Goodness, you could have been writing this for me. I work with the public and have a lot of regular customers too (banking) and I always try to get to know people a little bit. I’m in my mid 30’s and have a lot of older men start to become inappropriate after I’ve been kind to them. I have learned to curb their unwanted behavior to a degree and still be able to keep them smiling.”

“I started replying with some semi-sarcastic come backs and they usually don’t know what to say. Example: Old man : you sure look nice today.”

Me : “Thank you.”

Old man : “And you’re always so sweet to me!” (this is where I can sense it’s gonna shift to being inappropriate)

Me : “Well, being helpful and happy is why (Bank name) pays me!”

“I know it’s kind of stupid, but it changes the conversation and makes it harder for them to continue down their path. Just remain firm in saying no to their requests for ‘friendship’ and phone number requests. (when I get asked for my phone number I write down the bank number and say, you can reach me here!) Good luck, OP. Don’t let the pervs get you down.”

customer service, flirting, men, women
A woman interacts with a customer Image via Canva

7. “I worked in retail and feel your pain OP. It got to the point where I had to be walked to my car after shifts as male customers would wait outside for me. It was horrible.”

“It’s retail. My job involved being nice. You want a block of cheese, here it is + a smile and “hope you enjoy it, thanks for shopping with us”. You want a lottery ticket? Here it is + “hope it’s a lucky one for you, have a great evening”. You want to tell me your dog died? “I’m so sorry to hear that. He had such a wonderful time with you, and I do believe in the Rainbow Bridge”.

“I give the same service, and same chat, to all customers. Yet the amount of men that latched onto it as “she smiled and said have a nice day, she must want to fuck me”.

Approaches went from nervous “I really like you, will go out with me?” and phone numbers scribbled on receipts, right through to stalkers waiting after my shifts.

“There were the ones that would hold back until no other customers were around so they “could have you all to myself” and the ones that waited for the queues so they could announce ownership of me.”

“I loved my job, but too many male customers treated me like a whore. Like their purchase of a packet of fags bought them the right to have no boundaries with me. Really unhappy memories.”

flirting, grocery stores, customer service, men, women
A woman stocking shelves Image via Canva

8. “I worked at a grocery store and I’d get so pissed if men did this. There is absolutely NOTHING appropriate about a 50+ year old dude hitting on someone in their 20s. It’s disgusting, entitled, and beyond creepy.

“As soon as they’d do it, I would become extremely cold to them. They want to make me uncomfortable? I’ll make them feel every bit as awkward as I do.”

“And then they would hit on the fucking underage baggers who were usually 16. That would really send me into a rage, I always wanted to call them out for pedophillia. Disgusting.”

9.”Hotel industry. This post has sparked a rant here, and I’m sorry. The gist is I relate so very much to this.”

“Helping a man in his late 40s? find a steak house for him and his friend has lead to a confession of love (I’m an idiot for giving out my number; he kinda tricked me and I fell for it). A shuttle drive to the airport lead to a guy constantly asking for dates (he gave his business card, I thought for a job opportunity).”

“I actually just gave my PSN after chatting video games and mentioning I cant find a competitive group for R6 Siege and am now realizing that this is probably a bad idea. Shit. I also just got a business card for what I thought is another job opp but this may also be a bad idea. Shit.”

“I think I’m I guess nieve? Because I try to be nice to everyone since most my life many werent nice to me… and I keep thinking that folks arent shitty just to be proved wrong time and time again. Yet I keep hoping for good in this world. I really need to not give out my information regardless of circumstances. I’m just desperate for actual friendship. And because I’m relatable, mildly attractive, a nerd and a fitness freak, it always always turns into this weird fucking affinity for me where I’m now “theirs” somehow? As if checking them in and handing them roomkey cards makes me somehow their future wife.”

“But it’s also my job to be nice to folks. I’m not flirting, I’m moderately terrified of the idea of being alone with a man again, I’m just tryin to make their hotel stay start off with a smile. And yet, chatting about work woes or making a laugh or two or helping find stuff to do in the city (read: starting that smile) makes someone think I’m out to date them even when I explicitly say I’m not, I dont, I dont want to.”

“The worst is if I explain that I’m transgender. It either gets worse as I am no longer woman but now a fuck object that they have to have physically or it gets worse because I am now disgusting and they werent actually interested in me and I’m a piece of garbage that needs to kill myself. Like, look I’ve tried. Believe me, I want to. It didnt work, and now I feel like shit for being nice to a psychopath that didnt take a hint that’s gonna ruin my life for a while. I relate to this post on the deepest of levels.”

10. “I think you can give good customer service and then immediately detach to continue doing whatever other work you can find so that they don’t have as much of a chance to monopolize your attention and create a narrative of friendship (or more) in their heads.”

“I work as a barista and can see the potential for this issue in some of my customers, especially because my coffee bar isn’t usually super busy so there’s often time to talk to individual customers for several minutes if I feel like it. The second things start to feel overly familiar or sketchy in any way, it’s “well hey, have a good one, gotta get back to work!” or whatever and without giving them an opportunity to answer, I start cleaning something, answering the phone, stocking supplies, etc. It sucks that people take basic human kindness the wrong way sometimes, but that’s the unfortunate reality we’re living in, so it makes sense to protect yourself where you can by withdrawing from the people you can see becoming problematic.”

11. “Yes. Although I’m a stripper. But every single night I work without a doubt, a customer asks for my number or for me to go home with them.”

“I too am incredibly kind and love to talk and flirt and listen to people’s problems. But you’d think that men would realize I’m working when I’m interacting with them. NOPE! They want to take me home, they say we have a special connection.. it doesn’t matter how old too. I’ve gotten this reaction from men in their mid 30’s to old ass dudes too, and I’m only 25! It’s really kinda sad to me when this happens because even though I’m a nice and personable stripper, they don’t seem to realize I’m doing this for their money.”

This article originally appeared seven years ago.

  • Therapist shares why Justin Bieber’s duet with 13-year-old self was so incredibly moving
    Photo credit: Wikimedia Commons & FlickrJustin Bieber performs onstage (left) and at a Nintendo store in 2009 (right).

    Taking the stage at Coachella, singer Justin Bieber gave fans something unique: singing along to a YouTube video of himself at just 13, he harmonized on songs like “Baby,” “Never Say Never,” “With You,” and others.

    Blake Roberts, a licensed therapist and self-proclaimed “dude,” shared his perspective on Bieber’s performance. While reactions to the appearance may be mixed, Roberts found it courageous.

    Therapist finds Bieber’s performance incredibly moving

    “From the perspective of a therapist and dude, I have to talk about this Justin Bieber-Coachella thing,” Roberts said in an Instagram Reel. “If you’ve ever done any amount of inner child work, you can appreciate what that moment was.”

    “That little boy was artistic and creative. Just doing his thing. Probably got made fun of a bunch, and then he gets thrown into this industry. And he loses parts of himself, and people probably take advantage of him,” he added.

    Roberts turned the performance into a learning experience, discussing a form of therapy known as inner child work:

    “Like we watched this man’s trauma, and yet he still shared a moment with us. Like a peek inside what it looks like to do inner child work. What looks like to look back at the younger versions of ourselves who have been rejected, who have been abused, who we ourselves have left behind. And to look at them with compassion and see them from the purity that they were.”

    Mixed reactions to Coachella performance

    Bieber’s performance relied heavily on nostalgia and early-career callbacks. A review in Entertainment Weekly described the set as “lacking some swag.” For much of the performance, Bieber sat at a desk onstage, scrolling through viral videos of himself.

    Despite negative feedback on his set, some fans appeared to be very appreciative of Bieber. One fan commented on Roberts’ Instagram post, saying, “I loved it so so much, aaaand now I’m crying again.”

    Regardless of whether people admire what the artist did, Roberts saw an opportunity to highlight recovery and the value of therapy. Bieber’s duet with his younger self could be seen as a meaningful act of openness and vulnerability. Roberts reflected, saying, “I thought it was pretty crazy. I could feel it.”

    Bieber’s challenges scrutinized by the public

    For those unfamiliar with Bieber’s personal life, he has faced some rough patches, as rumors have circulated about a struggling marriage and financial difficulties.

    The obstacles began to appear in 2017, when Bieber pulled out of a world tour due to mental exhaustion. In 2022, he posted on Instagram about the challenges of dealing with Ramsay Hunt syndrome. The illness occurs when the chickenpox virus reactivates later in life, causing facial weakness. Bieber said he was experiencing facial paralysis on his right side, which led him to cancel his tour again.

    There have also been allegations, including claims of drug use and questions about Bieber’s friendship with Sean “Diddy” Combs dating back to his youth. Clips have resurfaced showing Bieber as a teenager spending time with the music mogul. However, Bieber has not made any clear, on-the-record statements about that time.

  • 25 hilarious signs proving some messages just can’t be taken seriously
    Photo credit: Reddit | u/beachvbguyA funny bathroom sign.
    ,

    25 hilarious signs proving some messages just can’t be taken seriously

    From sharp edges to dog-friendly policies, these funny signs show how humor and confusion collide in public places.

    Signs are meant to inform, warn, or direct, but sometimes, they unintentionally entertain. Whether due to poor wording, clever humor, or just plain absurdity, some signs end up being comedic gold.

    Thanks to the internet, we no longer have to stumble upon them by accident—there’s even a whole subreddit, r/funnysigns, dedicated to collecting the most ridiculous ones.

    Here are 25 of the funniest signs that prove not all signage is created equal.

    1. Some people might need this reminder

    “Not knowing who Taylor Swift is doesn’t make you interesting.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign Reddit | u/Key_Shoe5850

    2. A dog-friendly policy we can all support

    “Dogs welcome. People tolerated.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/phoenix-fatale

    3. Coffee fixes everything

    “Given enough coffee, I could rule the world.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/AprilBoon

    4. Watch your step—sort of

    “Caution: This sign has sharp edges. Also, the bridge is out ahead.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Winnin_Dylan

    5. Priorities: Keep the cat inside!

    “Please close the door behind you. DO NOT LET THE CAT OUT! No matter what it tells you!”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/GigaPrime14900

    6. Cats really are the masterminds

    “If a cat asks for a cheeseburger, give it one. You don’t want to know what happens if you don’t.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Zion_Annabella

    7. Nice try

    “Always read the fine print.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Winnin_Dylan_

    8. Football confidence at its peak

    “World champions… of a sport only we play.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Khaleeasi24

    9. The toughest decision you’ll make all day

    “Hmmm.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Material-Practice-58

    10. Not the CPR instructions we were expecting

    “If someone collapses, administer CPR. If CPR doesn’t work, try turning it off and back on again.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Lovecutiepie77

    11. Honesty is the best policy

    “Lying is bad. Except when you tell someone they look good in those pants.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/BaronVonBroccoli

    12. Job requirements have changed

    “Now hiring: Must be able to lift 50 lbs, work weekends, and fight off at least two raccoons a day.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/PurpleRuby_

    13. Someone really needed spellcheck

    “Public Notice: The libary is close today.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Internetboy5434

    14. Looking for the Teenage Mutant Ninja Turtles

    “Caution: Sewer entrance. Heroes in a half-shell may be present.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Poke-girl56

    15. In case of emergency… or not

    “In case of fire, please use stairs. (Sign is next to an escalator).”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Swimming-Pool143

    16. Why do we need to know this?

    “Fun fact: The average person will walk past a murderer 36 times in their lifetime.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/PrettySuccubus

    17. Stating the obvious

    “Warning: Water is wet.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/celestial-chic

    18. This store was ahead of its time

    “Employees must wash hands before returning to work. We’ve been saying this since 1992!”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/beachvbguy

    19. The Force is strong with this one

    “Please use the Force to open the door.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/beachvbguy

    20. Elevator or trampoline?

    “To activate the elevator, please jump three times.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/PurpleRuby

    21. Beware of the nighttime hunters

    “Warning: This area is protected by highly trained owls.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/ScarlettPrincess

    22. Karen’s personal space

    “DO NOT TOUCH. This wall belongs to Karen.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Limp_Duck_9082

    23. Not exactly good life advice

    “Or get away from that road as soon as possible.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/celestial-chic

    24. A new spin on fast food slogans

    “Make fast food great again.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/AprilBoon

    25. A truly ineffective calming method

    “Would be great if it did work, though.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit

    Want more? Check out these YouTube videos for additional funny signs:

    This article originally appeared six ago. It has been updated.

  • Indie coffee shops are meant to counter corporate behemoths like Starbucks – so why do they all look the same?
    Photo credit: stomy/iStock via Getty ImagesMany coffee shops today seem to be aesthetically divorced from time and place.

    Like many young, urban professionals, we run on coffee. We especially enjoy frequenting independently owned cafes that pride themselves on ethically sourced beverages, strong local ties and a hip aesthetic.

    They’re the kinds of places that sneer at the homogenization and predictability of Tim Hortons, Second Cup, Dunkin and Starbucks.

    But as public space and consumer culture researchers, we began noticing a pattern: While the invention of new, nondairy milks to mix into lattes continues to amaze us, many U.S. coffee shops seemed to share a similar aesthetic.

    What was up with all the exposed brick? Why did so many of the baristas look cooler than us, but also so similar to one another? And why did most menus appear on a chalkboard, as if we were still in kindergarten?

    Weren’t we supposed to be in one-of-a-kind, authentic settings that make us feel unique and, let’s admit it, slightly elevated?

    As it turns out, the visual patterns we noticed had never been backed up by research. So after a quick cortado, we set out to test our hunch that local coffee shops had adopted a uniform aesthetic.

    Measuring homogeneity

    We asked over 100 American and Canadian young professionals living in cities to share an interior image of their favorite independent coffee shop, describe why they liked the shop’s appearance, and document aspects of its interior design.

    They could select these interior design features from a list of 23 common elements that we had identified in a pilot study – brick walls, marble counters, indoor plants, local art, vintage furniture and even the look of the baristas. Respondents could also write down other details they noticed.

    The elements that they selected and wrote down showed a fascinating overlap.

    Baristas led the pack: Two-thirds of the participants’ favorite local coffee shops had staff with tattoos or piercings. Over half had baristas with beards. Well over half of the respondents noted that their favorite shop had chalkboards, reclaimed wood features, local art, milk foam designs on beverages, local event posters and exposed brick. A large share of the shops had vintage furniture, community message boards and free books available to patrons to read. One-third of the images had indoor plants, trees or greenery.

    Barista with a beard and tattooed hands pours boiling water over coffee grounds.
    Chances are your favorite local coffee shop has a barista with a beard and tattoos. Wera Rodsawang/Moment via Getty Images

    Next up, we challenged the participants to identify the city where these coffee shops were located.

    Using the images provided by the respondents from the initial survey, we asked 158 new and prior participants if they could match the location of the shops depicted in six photographs to Cincinnati, St. Louis or Toronto – cities chosen for their different architectural and aesthetic qualities.

    Not a single participant was able to correctly identify the correct city for all the photos.

    We gave respondents another chance by showing two pictures of coffee shops, one at a time. This time, the two shops were located in Chicago and San Francisco – again, places that pride themselves on their unique and recognizable design culture. They were now given the choice of these key cities to select from, as well as three wrong cities. Only 6% successfully located both coffee shops, and nearly 20% immediately gave up.

    As one participant conceded: “Honestly, these aesthetics are very transferable now … they were random guesses and they could have been in any of the cities mentioned.”

    In other words, independent coffee shops in North America have become so similar aesthetically that their location cannot be picked from a lineup. The purportedly unique and local feel of coffee shops has instead been homogenized into a singular, palatable, North American aesthetic.

    Ironically, these shops have narrowed their aesthetics like a de facto brand franchise – exactly like the chain stores that their patrons ostensibly reject.

    A young woman with dreadlocks pays for her coffee as a smiling young female barista with short hair holds out a card reader.
    Exposed brick, check. Plants, check. Chalkboard, check. Tara Moore/Digital Vision via Getty Images

    Computers and capital

    So why is this happening?

    New Yorker cultural critic Kyle Chayka has attributed aesthetic homogenization to popular social media platforms like Instagram. He calls it the “tyranny of the algorithm”: Social media algorithms promote the visuals that users are most likely to engage with. This, in turn, causes the same types of visuals to be liked and shared, since users encounter them more often. Because the algorithm sees they’re popular, it continues to promote them, in a self-reinforcing cycle. In turn, coffee shop owners also see these online images and try to replicate them in their own establishments.

    Artificial intelligence will likely accelerate the digital homogenization of visual culture, since AI models are trained on massive datasets that feature widely circulated images. Whether it’s popular fashion, architecture or interior design, idiosyncrasies are collapsing into a generic, hegemonic aesthetic – what scholars Roland Meyer and Jacob Birken call “platform realism.”

    Finance plays a role as well. With the average cost of starting a new coffee shop between US$80,000 and $300,000, and with only a small share of coffee shops expected to stay open beyond five years, banks are keen to reduce their risk. Many of them will therefore ask aspiring coffee shop owners to opt for cheaper interior design choices that appeal to the broadest customer base.

    The consumer also plays a role

    But patrons of hip coffee shops may also be to blame.

    Decades before the rise of social media, AI and financial risk management, scholars such as Sharon Zukin revealed how young urban professionals paradoxically embrace the homogenization of their environment in their quest for authenticity.

    Those exposed brick walls? Zukin already described how Manhattan real estate brokers had marketed them to gentrifying SoHo yuppies in the early 1980s.

    Like their predecessors, today’s hipsters, creative professionals and knowledge workers are essentially cultural and aesthetic consumers. Many of them crave visuals – from fashion to architecture – that are different enough to feel cool and authentic, yet safe enough to match their lifestyle and their social status. They want a tasty latte as much as a palatable interior to drink it in.

    Businesses and developers are eager to appeal to these upwardly mobile consumers. At the same time, they want to reach the biggest number of customers. So they tend to create repeatable, homogenized environments in what Zukin describes as a “symbolic economy.”

    In coffee shops, patrons want more than a good espresso. They want to immerse themselves in a “scene” that matches their lifestyle and aspirations. And the exposed brick and the vintage furniture do just that – even if they’ve been copy-and-pasted in cities, small and large, across the nation.

    As we chase authenticity, we may just be finding comfort in carefully curated conformity.

    This article originally appeared on The Conversation. You can read it here.

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