Emily Carson Jeff Bain-Conkin Writing and Rhetoric 19 November 2013 The Rise of an Addiction: From Juice to Soda

and Soda to Coffee College: a lifestyle categorized by empty bank accounts, microwavable dinners, all-nighters, wild parties, alcohol, and of course, coffee. Alcohol and coffee are components of a typical college students nightlifewhile the former is used for recreational purposes, the latter is used for academic purposes. Though they are consumed with intent of different results, they both have effects on the body. Coffee shops are often open all night to cater to students working around the clock. Coffee enables students to combat their desire to sleep and stimulates their energy in order to work into the late hours of the night.

As one of the most popular and easily accessible forms of caffeine consumption, coffee is an easy solution to ensuring a late night and productivity. Though coffee allows students to be more productive with less sleep, students are beginning to abuse the buzz that the caffeine in coffee provides. Though students can force their bodies to stay awake later, they are still tired come morning. Students respond to their bodys reaction to late nights by consuming more caffeine usually in the form of coffee. This abuse is not confined to college campuses. Coffee shops are becoming more popular amongst teens in high school, as well. Coffee seems to be the trendier version of an energy drink, or soda. There is an increase in teen interest in caffeine because popularity of coffee shops seems to be growing (because they are trendy) and also because of the recent rise of energy drinks due to their great variety.

For most young adults, Caffeine has become a staple in their diets. Caffeine is present in many popular forms: coffee, soda, energy drinks, and chocolate. In modern day society, working around the clock has become popular. People are always striving for good jobs/money in this economy. But, they also procrastinate through medians such as social media. Together these factors contribute to a subtle initiation to the caffeine addiction. In addition, Caffeinated products are heavily advertised in the media, which is contributing to the caffeine addiction epidemic and affecting lifestyles.

This paper studies caffeine from the perspective of an addictive drug in popular foods and drinks. Caffeine addiction in young adults is largely due to three things: caffeines chemical compounds, the current generations newly adopted work around the clock mentality, and the media. Each component can individually lead a person down the path to addiction. Through research I have studied the rise in caffeine addiction and caffeines negative effects on the body. To begin, I will give a brief description about the general classification of caffeine. Following that will be a trace of caffeines popularity in the recent decade and the subsequent causes of this popularity to addiction. Next, I will explain the effects of the addiction on the body and how to cope. My paper will come to close with an explanation over the counterarguments to caffeine addiction and how this problem can be further addressed in the future.

To fully understand what Caffeine addiction is and its effects on people, it is important to have general knowledge of the chemical. Caffeine is a crystalline compound that is naturally produced in the leaves and seeds of plants. It is also produced artificially and added to many foods. Caffeine is classified as a drug because it is a Central Nervous System stimulant. It gives most people a temporary energy boost and elevates their mood, which is one of its most appealing aspects. It is found in a variety of foods and drinks (coffee, tea, soda, chocolate, etc.) and even over the counter medications. Hence, it is widely considered the worlds most popular psychoactive drug. It is found especially in tea and coffee plants. Caffeine temporarily wards off drowsiness and restores alertness. In its natural form, caffeine tastes very bitter. But most caffeinated drinks have gone through enough processing to camouflage the bitter taste through the use of sugars and artificial flavors. Teens usually get most of their caffeine from soft drinks and energy drinks. Caffeine is not stored in the body, but you may feel its effects for up to 6 hours.

Caffeinated products are appealing for many reasons: they taste good, are a proven way to counter a poor mood, and are also a measure of maturity. The rising addiction is not stemming from adults consuming coffee. While young people are often trend initiators, they're imitators, too. According to a group of scholars who published an entry in the Journal of Youth and Adolescence, The most common

forms of caffeine consumption among children and youth are sugar-sweetened beverages (SSBs) such as soda (3055 mg of caffeine per 12 oz/355 ml) and more recently so-called energy drinks, many of which are characterized by a much higher concentration of caffeine (70130 mg caffeine per 12 oz/355 ml) than traditional soda, and are marketed specifically for young people (Arria and OBrien 2011; Oddy and OSullivan 2009; Kristjansson, Sigfusdottir, Frost, and James 2013). Many young people are starting to consume caffeinated beverages such as tea and coffee, in addition to soda and energy drinks, because it is a sign of maturity.

As a culture, we are very permissive to the idea of caffeine. It is also the only psychoactive substance legally available to children and adolescents, which is why it is the most widely used psychoactive drug in the world. The surge in popularity in relation to young adults consuming caffeinated beverages can be traced through the rise of the production of soda, energy drinks, and caffeine related advertising. Over the last decade, the sale and consumption of energy drinks has increased to represent a multi-billion dollar business in the US alone (Reissig et al. 2009; Calamaro 2012). The rise in popularity of caffeinated products, like coffee due to the successful efforts of chains like Starbucks who turned the beverage into a lifestyle brandhas gotten the attention of many companies, fast-food ones in particular. Coffee, in particular, is a high-margin menu item. Per restaurant consultancy Technomic, coffee is the second-most profitable product aside from soft drinks (Hein 2013). Kenneths Heins study on Caffeine as the last standing vice reports that at quick-service restaurant chains like McDonald's and Burger King, hot coffee sales hit $11 billon last year. Sales of regular coffee and specialty coffees are projected to grow 7% and 15%, respectively, for the next three years. The Golden Arches credits the launch of Premium Roast coffees in March as one of the drivers of its 6.6% same-store sales surge that month. McDonalds issues on average over half billion cups of coffee a year and the number continue to increase. This surge in popularity on behalf of fast-food chains has also driven the nation-wide coffee shops into expansion. Branded by some as the green devil, the Seattle-based chain, Starbucks, is deservedly credited for taking an already popular beverage and turning it into a lifestyle brand (Hein 2013) (Because many

people advertise their caffeinated products to people with certain lifestyles! AKA busy like 5 hour energy commercials, parents are busy with work and kidsneed coffee etc.). Their formula for success includes comfy couches, warm lighting, soft music, and quality products. All together, it equals strong sales for this purveyor of coffee; Starbucks brewed $5.8 billion in sales last year (Technomic, Chicago). The rise of profits for these companies is a result of the introduction of caffeine to the younger generation. The idea of Americas youth strung out on this legal stimulant is slowly generating its share of controversy. The explosion of caffeine consumption among teens and adults alike proves its addictive nature.

Caffeine is most commonly used in the from of coffee or energy drinks when young adults (students in particular) are trying to work late into the night. Because of their demanding daily schedules and also poor time management due to a multitude of distractions, working late is sometimes left as the only option. People are staying up late and working around the clock for numerous reasons with respect to their different environments. In todays world, many peoples caffeine addiction starts on academic campuses. Colleges demand more of their students, in order to make them competitive for the workforce, and to prepare them for the competitive nature of the professional world. Another reason may be because trendy behavior (social media) is causing a delay in productivity. Young adults rely heavily on technology to stay connected with the world. This connection to social media is an added distraction/addiction that is causing students to put off their work and then cram late into the night. The ability for people to be constantly connected to technology can delay the timely manner that people complete their work in. This leads to caffeine consumption; it limits how long students are sleeping and consequently affects their behavior the next day. The caffeine addiction can become a vicious cycle. Students stay up late buzzed off of the caffeine to accomplish their work, only to need it again once they wake up so that they can make it through the day. In a pilot study tracing the 24/7 lifestyle of young adults, it was found that [c]affeine intake typically began after school hours and extended into the early morning hours, thereby profoundly impacting sleep hygiene and putting them at risk for health and daytime functional issues (Calamaro, Mason, Ratcliffe, 2009). Because there is so much pressure for

students to succeed today, many people are relying on additives to help them achieve their goals (finish their work). But many people cannot resist the urge of social media and want to be constantly connected while also doing work. Having so much pressure on them leads to stress and anxiety. In turn, this influences people to decide to put off their work so they can ignore their stress and/or they will use caffeine so they can get the most out of their hours during the day so they can get all of their work done. Also, because everything that is expected of them is to their best ability, this denotes a competition, hence people feel obliged to do everything better than everyone else.

As a generation that is built around competition and striving to be the best, one of the most popular methods of getting attention is through media. The media provides ample advertisements of thousands of caffeinated products. These advertisements are targeted at those who pertain a certain lifestyle busy college students, parents, working adults, etc. For example, energy drink commercials are intending to convince the audience that after one or two sips, they will become awake for hours with no side effects so they can carry on with the tasks they need to accomplish for the day. Another advertisement method commonly used is one that approaches the trendy lifestyle. This is commonly found in advertisements pertaining to the popular coffee shops. Heins research with the National Coffee Association in New York showed that the majority of Americans over age 18 (89%) now enjoy [coffee] (Hein 2013). His studies also found that [t]his year, more than half that group (56%) will drink it on a daily basis. That's up 7% from 2004. And while the association doesn't track coffee drinkers under the age of 18, it is telling [us] that everyday consumption among users 18-24 nearly doubled from 16% in 2004 to 31% in 2006 (Hein 2013). When it comes to caffeine advertising, the target market is changing. Marketing is becoming aggressively sold to a younger demographic. For example, because there are so many businesses within the coffee industry, business must find a way to outshine their competitors. They seek to offer the benefits sought by the consumers in a way that their competition cannot. They offer household favorites around the year, while also offering Limited Time items (particularly during the holiday seasons). Arguably the two most popular coffee vendors in the nation, Starbucks and Dunkin

Donuts haul in huge profits because of their coffee sales during these holiday seasons. Their exclusive offers attract customers because people are inclined that want in. People are attracted to the exclusivity. Dunkin Donuts also uses its slogan as a sign of consistency to attract costumers:[t]he chain's new campaign, created by Hill Holliday, Boston, is called "America Runs on Dunkin'" and seeks to remind Americans that the 56-year-old restaurant chain remains a dependable place to score some tasty fuel (Hein 2013). The media is influential because of the way a product is marketed. Marketing something in a particular way can have physiological effects and allude to social standings. The different factors to marketingsocial, technological, physiological promote a product in a certain way that can make people feel exclusive, high end, mature, and even confident if consumed.

The negative side effects of caffeine addiction are both physical and mental. With respect to the human body, researchers have found that caffeine addiction affects five major areas: The brain, the muscular system, the heart, the gastric system, and the systemic system.

Inside the brain is where people experience the most behavioral effects. They experience irritability, insomnia, restlessness, anxiety, and delirium. The most common effects are insomnia and restlessness. Christine Calamaros research paper looked in depth at the effects of caffeine on sleep duration and body mass index in youth. Her findings show that from caffeine their ability to stay alert and fully functional throughout the day was impaired by excessive daytime sleepiness (Calamaro et al., 2009). Sleep is crucial for children and adolescents learning, memory processes, and school performance. Without it, they cannot properly function. Another important note from her study was that [c]hildhood and adolescence are periods of rapid growth and the final stages of brain development, a time when adequate sleep and good nutrition are especially important(Calamaro 2009). This evidence shows how human sleep has been shown in numerous studies to be sensitive to the effects of caffeine. An evening ingestion of caffeine lengthens sleep latency, decreases your sleep efficiency, and therefore leads to abnormal daytime behaviors.

Outside of the brain and the behavioral effects of caffeine, a heavy dependency on the substance can also cause physical negative side effects. In the muscular system people experience seizures, trembling, twitching, and over extension of the limbs. Caffeine also leads to rapid heartbeats and an irregular heartbeat rhythm. Inside the gastric system there may be abdominal pain, nausea, and vomiting. The systemic system is affected with dehydration and fever. Studies also show that Caffeine addiction causes tooth decay, rapid breathing, ringing in the ears, frequent urination, and sensitive skin.

With any addiction comes the process of withdraw, both physical and mental. Physically, one can experience headaches (commonly refereed to as caffeine headaches), fatigue, sleepiness, and flu-like symptoms. Mentally one can experience irritability, depression, anxiety, and difficulty concentration. These withdraw symptoms can be experienced whether a person does not intake a consistent amount of caffeine in a day or if a person is trying to refrain from drinking caffeine at all.

Though the withdraw symptoms can be daunting, there are coping methods that correspond to this process. The first step to coping is monitoring your daily caffeine intake: this includes how much caffeine you drink and when. A method to wane your addiction to caffeine is gradually eliminating one caffeinated drink from your diet a day. This will gradually reduce your intake of caffeine, all together, and detox the body. Thirdly, drinking herbal tea, fruit juice, or other beverages whose caffeine content isnt so high can help fulfill the bodies craving for a caffeinated beverage. This can slowly help one transition into consuming decaffeinated products. Staying hydrated with water can also help reduce ones craving for caffeine. Allowing your body to relax is also important. Taking time from your busy schedule to allow your body time to rest and recuperate is essential. After giving up caffeine, your body will need an increased amount of relaxation time because it can no longer depend on a drug to stimulate energy. Arguably, the most important coping method is to stay active and make consistently healthy lifestyle choices. Exercising oftengetting fresh airand eating healthy can help counteract decreased

metabolism levels that may occur with withdraw and help combat fatigue. Benefits to lowering caffeine consumption include decreased anxiety, improved sleep quality, and an overall healthier lifestyle.

Some people argue that Caffeine isnt all-bad, and thats true. Like everything, moderation is key. Advocates for caffeine go as far to say that caffeine is not addictive because by definition addicts increasingly want more of their drug of choice and will engage in antisocial behavior to get it (Hein 2013). A representative for the National Coffee Association, Joseph DeRupo, contends that [n]umerous studies show that in moderation, the drink is innocuous and may even possess health benefits, including the prevention of the onset of adult diabetes and protection against colon cancer Coffee also has four times as many antioxidants as green tea (DeRupo/Hein 2013). Caffeine does have some redeeming qualities. However, when comparing the Pros and Cons of caffeine, it can be found that caffeine does more harm for the human body than good. Its addictive nature, negative side effects, and withdraw symptoms on psychomotor and cognitive performance are all far more detrimental than the few health benefits it possesses. There are many healthier substitutes for the health benefits caffeine can provide, without the numerous negative side effects (i.e. vitamins, organic products, etc.). Researches estimate that it will only be a matter of time before caffeine comes under fire by watchdog groups and nutritionists.

Despite the extensive research that has been conducted on this subject, concerns motivated by lawmakers and parent groups about caffeine have been much less in comparison to other vices such as cigarettes, alcohol, fatty foods, and sugary drinks. Substances such as these have been under speculation for years. But with this rise of caffeine consumption by young adults and adolescents, the public ire may begin to rise. As it is now, new restrictions and regulations have already begun to change the business models for beverage makers. Many chains hope to emasculate health advocates by stressing that caffeine consumption is simply a matter of what the consumer wants to consume. Hein reports many chain restaurants have an entire range of beverages for costumers to choose from and that it is about making

sure each customer has the choices and menu variety. People need to be fully educated on the effects of caffeine, so they can make informed decisions on what they are going to consume when they have other options. In the future, policy makers should assess whether particular beverage manufactures, with the intent of marketing caffeinated products to young adults, are educated on the effects of ingesting large amounts of caffeine.

The crave for caffeine is causing people to give up their healthy lifestyles in order to achieve a sense of satisfaction. In young adults, the effects of caffeinated beverages may increase the difficulty of falling asleep and the potential for a negative effect on school performance and daytime functioning. The viscous cycle never allots time for the body to heal after being over-worked day in and day out. With the addiction to caffeinated products is on the rise, spreading awareness and knowing how to avoid addiction are pertinent.

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