# Waste-Reduction Cafes Handsome Her Features a Wall with Dozens of Mugs to Take To-Go By Mishal Omar | Published 2017-07-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/handsome-her References: [broadsheet.au](https://www.broadsheet.com.au/melbourne/food-and-drink/article/handsome-her-cafe-and-emergency-mug-wall) & [twitter](https://twitter.com/handsome__her?lang=en) Handsome Her is a new coffee shop that aims to change how its customers view the process of coffee consumption, and is doing this in-part by refusing to offer [disposable paper cups](https://www.trendhunter.com/trends/home-compostable-coffee-cups) on its premises. Alex O'Brien owns Handsome Her, and decided to create an Emergency Mug Wall in order to offer customers taking their beverages on-the-go with an option besides paper cups to use. The Wall was put together through donations from the local community, and whenever a customer comes in and needs to take their coffee to-go, they are able to [borrow from it](https://www.trendhunter.com/trends/reusable-cup-giveaway). While the mugs are standard and will do little to reduce spillage, the initiative seeks to change how customers consume and think about their [morning coffee rituals](https://www.trendhunter.com/trends/starbucks-coffee-house). In order to get consumers to "slow down," Handsome Her will also offer discounts to those who purchase their beverages and remain in-store. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 95% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Waste-reduction Cafes:** Embracing reusable alternatives to disposable cups in coffee shops to reduce waste and promote sustainable practices. - **Emergency Mug Walls:** Creating community-driven initiatives where customers can borrow reusable mugs for their to-go coffee, reducing the need for disposable cups. - **Promoting Slow Coffee Consumption:** Encouraging customers to stay in-store by offering discounts, fostering a more mindful and sustainable approach to coffee consumption. ### Industries Being Reshaped - **Coffee Shop Industry:** Opportunities for coffee shops to differentiate themselves by implementing waste-reduction initiatives and fostering eco-friendly practices. - **Sustainable Hospitality Industry:** Exploring sustainable practices and innovative solutions within the hospitality industry to reduce waste and promote environmental consciousness. - **Community-driven Initiatives:** Engaging local communities to contribute to waste reduction efforts by donating reusable mugs and participating in initiatives like Emergency Mug Walls. ## Related on Trend Hunter - [Sustainable Edible Coffee Cups](https://www.trendhunter.com/trends/the-coffee-bean-shop.md) - [Urban Coffee Carriers](https://www.trendhunter.com/trends/coffee-carriers.md) - [Tech-Enabled Reusable Cups](https://www.trendhunter.com/trends/caulicups.md) - [Reusable Cup Programs](https://www.trendhunter.com/trends/collaborative-reuse-project.md) - [Sustainable Cafe Delivery Cases](https://www.trendhunter.com/trends/paper-pulp-coffee-carrier.md) - [Collapsible Metallic Coffee Carriers](https://www.trendhunter.com/trends/collapsible-stainless-steel-cup.md) - [Sustainable Compostable Coffee Cups](https://www.trendhunter.com/trends/better-cup-for-all.md) - [Pocket-Sized Collapsible Coffee Cups](https://www.trendhunter.com/trends/zerowaste-cup.md) - [Eye-Catching Reusable Beverage Cups](https://www.trendhunter.com/trends/reusable-beverage-cup.md)