As Australians prepare to complete this year’s Census, Sydney specialty coffee company Black Market Coffee is launching a project to capture something the national survey doesn’t ask: how Australians actually start their mornings.The company has launched The Great Australian Morning Report, a nationwide project inviting Australians to share the routines, rituals and small habits that define the start of their day. While the Census captures important information about Australia’s population, housing, education and employment, Black Market believes one of Australia’s most important daily rituals has never really been documented: how we start our mornings. Black Market Coffee Co-Founder Jessica Hol said the idea came from a simple observation.
“The Census tells us a lot about who we are as Australians, but it doesn’t tell us how we actually begin our day,” Hol commented “Millions of Australians start every morning with a ritual—whether that’s making coffee at home, walking the dog, exercising, reading or sharing breakfast with family. These are the moments that shape our days, yet they’ve never really been documented.”
Through a short online survey, Black Market hopes to create the country’s first Great Australian Morning Report, uncovering the routines, rituals and stories that define Australian mornings. Black Market plans to publish the findings later this year and hopes the report will become an annual snapshot of Australian mornings, tracking how our daily rituals evolve over time. To celebrate the launch, Black Market Coffee will gift its first 100 Founding Contributors a complimentary Best Seller Pack as a thank you for helping create the report.
“Ask ten Australians about their morning and you’ll probably get ten completely different answers. That’s what makes this so interesting. We want to celebrate those little rituals that become part of who we are, even if we rarely stop to think about them.” Hol commented