Behind the Bustle of Coffee Shops: The Social Stage of a Generation Trying to Survive

The phrase ‘the economy is tough’ is easily found on social media, in campus conversations, and within family discussions. The cost of basic necessities is rising, education fees are increasing, and uncertainty about the future is a familiar anxiety for many young people. Yet, at the same time, another sight is hard to ignore: coffee shops remain bustling. Every afternoon and evening, seats in various coffee shops are filled with students doing assignments, young workers opening their laptops, and groups of friends spending hours chatting. This phenomenon often raises a simple question: if the economy is difficult, why are coffee shops increasingly crowded? Some people take the busy coffee shops as proof that public purchasing power remains strong. However, reading a social phenomenon solely from the liveliness of hangout spots risks drawing an overly simplistic conclusion. From a sociological perspective, a coffee shop is no longer just a place to buy coffee. It has transformed into a social space where individuals manage their identity and present themselves to others. Data from the Central Statistics Agency shows that household consumption remains the main pillar of Indonesia’s economic growth, contributing more than half of the Gross Domestic Product. On one hand, this indicates that public consumption activity continues. On the other, this data does not automatically mean every individual feels economically secure or free from life’s pressures. This is where Erving Goffman’s theory of dramaturgy becomes relevant. In his book ‘The Presentation of Self in Everyday Life’, Goffman explains that social life can be understood like a theatrical performance. Individuals are actors playing a certain role before an audience. There is a ‘front stage’, a space where a person displays the image they want others to see, and a ‘back stage’, a private space where one can show their true condition. In the digital era, the coffee shop can be understood as a modern front stage. In this space, a person is not just buying a drink; they are also presenting themselves. The open laptop, the book placed on the table, the photo of a cup of coffee uploaded to an Instagram Story, and posts themed around a ‘productive day’ are all part of a daily self-presentation. This is not to say everyone is pretending, but every individual, consciously or unconsciously, tries to show a version of themselves deemed presentable to their social environment. Amidst economic pressures, this phenomenon becomes even more interesting. Many young people may be facing anxieties about tuition fees, the difficulty of finding a job, or career uncertainty. Yet, when they are in a coffee shop, they can display an image of a productive, creative, busy individual who is doing just fine. Their back stage might be filled with worries about the future, but the front stage presented in public shows calmness and optimism. This phenomenon cannot be separated from the influence of social media. If the social stage once only existed face-to-face, it has now expanded into the digital world. Every post has an audience, every photo carries a symbolic message, and even the choice of hangout spot can become part of the identity one wishes to project. As a result, the coffee shop is no longer just a gathering place but a space for the production of social image. However, it would be wrong to view this phenomenon purely negatively. The bustle of coffee shops can also be read as a form of adaptation by the younger generation to the pressures of modern life. Amidst dense academic activities, demands for productivity, and a never-ending flow of information, many young people need a space to breathe. Coffee shops offer something not always found at home or on campus: a comfortable atmosphere, the opportunity to meet others, and a sense of belonging to a community. In certain conditions, a cup of coffee might not be about the coffee itself, but about the need for psychological comfort. Therefore, the bustle of coffee shops should not be read in black and white. It is neither solely a sign of prosperity nor proof of irrational consumer behaviour. The phenomenon is a reflection of how the younger generation copes with an increasingly complex social reality. From a sociological perspective, this offers a valuable lesson. Students can learn that social reality is not always what it appears on the surface. The liveliness of a place does not necessarily reflect the true economic situation, just as the image a person projects on social media may not fully depict their life experience. Goffman’s dramaturgy teaches the importance of seeing the layers of meaning behind social behaviour. Sociology helps us understand that humans act not only based on economic needs but also on the need for recognition, identity, and social interaction. Perhaps the more interesting question is not why coffee shops remain busy when the economy feels heavy, but whether this bustle shows that the younger generation is enjoying prosperity, or if they are simply looking for a place to survive amidst pressures that are not always visible.