A cup of change: Kopi Kamu's commitment to inclusion goes beyond branding

In the bustling district of Kebayoran Baru, South Jakarta, a coffee shop named Kopi Kamu is redefining the essence of inclusivity in the business landscape. Launched in 2010, Kopi Kamu has recently garnered attention not merely for its aromatic brews but for its initiative to employ individuals with Down syndrome, moving beyond conventional marketing strategies to foster genuine societal impact.

Collaborating closely with the Persatuan Orang Tua Anak dengan Down Syndrome (POTADS) – a community of parents with children who have Down syndrome – Kopi Kamu onboarded seven individuals with Down syndrome in December 2023. With a commitment to meaningful inclusion, the business has seen notable growth, proving that purpose-driven initiatives can resonate deeply with both customers and the wider community.

As the world celebrates Down Syndrome Day, MARKETING-INTERACTIVE visits the café to explore how this initiative is shaping Kopi Kamu's brand identity and highlighting the impact of inclusion in business.

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A ripple effect greater than anticipated

The idea to integrate individuals with Down syndrome into Kopi Kamu's workforce was not a calculated business move but a heartfelt decision by the Pesik family.

Gabriel Pesik, the manager of Kopi Kamu and grandson of its founder Rudy Pesik, recalled how the initiative began when his father attended a festival where POTADS parents and their children were selling coffee. While impressed by their enthusiasm, he realised they lacked a stable business venue to develop their skills professionally. This observation sparked an initiative.

Meetings were held to find a sustainable working model, considering the unique needs of individuals with Down syndrome, such as their physical endurance. A rotating schedule was introduced, ensuring each employee worked on Tuesdays, Thursdays, and Saturdays, in shifts of two and a half hours. The goal was to provide a structured yet flexible environment where they could thrive.

While Kopi Kamu initially approached this as a social initiative, it quickly became evident that it also had a tangible impact on the business. The presence of Down syndrome employees not only attracted media attention but also fostered deeper customer engagement.

"Some of our long-time customers became curious and wanted to learn more about Down syndrome," Pesik shared. People started coming in not just for coffee but to interact with the team. Kopi Kamu saw a surge in customers, including influencers who wanted to support the initiative. Sales grew "beyond expectations," though Pesik can't disclose specific numbers.

The initiative has also helped employees with Down syndrome develop social and professional skills. Pesik shared a heartwarming story about one employee who initially avoided strangers and would retreat to his room when unfamiliar faces appeared. "Now, he confidently walks up to customers and shakes hands. We're not just providing jobs–we're improving their lifestyle and social interactions."

Authentic inclusion: a catalyst for brand loyalty

Kopi Kamu's journey raises an essential marketing question: Can inclusion be good for business while remaining genuine?

Defri Dwipaputra, executive creative director at dentsu Creative Indonesia, told MARKETING-INTERACTIVE that authentic diversity, equity, and inclusion (DEI) initiatives enable brands to connect on a deeper, more human level. "When an inclusivity initiative is truly implemented, it demonstrates to consumers that the brand stands for something real," he said.

In a market saturated with coffee shops and giant chains, it also helps Kopi Kamu cut through the noise and forge a more meaningful connection with its customers. "This not only builds positive perception and fosters loyalty but also sets the brand apart in a market where consumers value purpose just as much as products," he added.

The secret, according to Dwipaputra, is ensuring that inclusivity efforts are not just corporate narratives but community-led initiatives.

"We believe that the key to impactful storytelling is to let the community lead the narrative rather than the brand."

Dwipaputra cited dentsu's Artism project with Spotify, where neurodivergent artists created art while listening to binaural beats, enhancing their focus. The initiative worked because it amplified authentic voices rather than making the brand the centre of attention.

"The result was a new kind of art that was exhibited on Spotify Canvas. By transforming Spotify Canvas into their personal showcase, we amplified their visibility and helped open doors to future collaborations," he said.

Empowering families, one opportunity at a time

POTADS and Kopi Kamu curate candidates based on their readiness and skills in coffee brewing, rather than their ability to interact with the public–an area that this initiative specifically aims to develop and support.

By valuing individuals for their skills and providing them with meaningful employment, Kopi Kamu also gives hope to parents of children with Down syndrome, showing them that opportunities for their children's future are within reach. Sri Hartani, a committee member of POTADS–which operates in 10 cities across Indonesia–shared that her son, Muhammad Ikhlas Dwi Kurnia, takes such great pride in his role as a barista that he never wants to leave.

An estimated 300,000 individuals in Indonesia have Down syndrome, with a prevalence of approximately 1 in every 1,000 births. Some mothers within the POTADS community have had to leave their jobs to care for their children with special needs.

Buoyed by the success of this initiative, Kopi Kamu envisions extending similar employment opportunities to other outlets, including their branch in Yogyakarta. Plans are also underway to integrate individuals with Down syndrome into roles within the family's hotel business, Rumah Pesik, reflecting a commitment to broader inclusivity across their ventures.

Kopi Kamu's journey exemplifies how genuine acts of inclusion, rooted in empathy, can transcend traditional marketing tactics. It proves that when businesses prioritise people and purpose, success follows–not just in numbers, but in lives changed.

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