Core Viewpoint - The year 2026 poses significant challenges not only for tea growers but for humanity as a whole, driven by a discount culture that prioritizes cheap produce over ethical and sustainable practices [1][2]. Group 1: Impact of Discount Culture - The emphasis on discounts leads to unethical and unsustainable practices among growers, as they are pressured to lower prices, which ultimately harms the welfare of workers and the integrity of the agricultural sector [1][2]. - Consumers are often blind to the true value of products due to manipulated perceptions of price, resulting in a disconnect from ethical considerations and contributing to a "race to the bottom" for growers [1][4]. Group 2: Broader Implications - Climate change and inequality are critical threats to human existence, and while solutions exist, they require investment in agricultural innovation and rural economies, which are hindered by the current pricing pressures [2][4]. - The demand for cheaper teas leads to a proliferation of poor-quality products, as buyers prioritize profit over quality, which threatens the long-term viability of the tea category [3][4]. Group 3: Systemic Issues - The systemic dysfunction within the industry involves consumers as unwitting participants, contributing to risks such as climate extremes, worsening inequality, and compromised food security [4][5]. - Many tea producers are unable to earn fair prices for their products, which limits their ability to adapt and sustain the industry, reflecting a broader existential threat that extends beyond tea to humanity as a whole [5].