Posted on 03/17/2015 6:51:47 AM PDT by Citizen Zed
For the most part, large, publicly traded companies shy away from emotionally charged social issues, recognizing it is safest to take a neutral stance. But this week Starbucks has stepped out onto a ledge with its newest public campaign, which may be its riskiest yet.
Starbucks is tackling race relations in the country.
The company is not thinking small. Starbucks took out a full-page ad in the New York Times Sunday that reads "Shall we overcome?" in the center with "Race Together" at the bottom of the page. The ad may have cost more than $200,000.
While this is not the first time Starbucks has taken on an emotionally charged issue, it could be the most controversial the company has tackled. Starbucks is putting its reputation and bottom line at stake on a topic that is one of the most divisive issues in the U.S.
"To be honest there were people that said, this is not a subject you should touch. This is not for you, this is not for a company, this is for someone else," Starbucks CEO Howard Schultz said in a video message to employees. "I reject that. I reject that completely because we can't leave this to someone else."
Starbucks has been successful because executives, employees and customers have "taken it personal," Schultz said, and he isn't going to stop now.
There's no doubt addressing the topic could be controversial for Starbucks. But the company has had an outpouring of support for its past civil rights campaigns, and faced possibly the most criticism when it initially refused to take a stance on gun control.
Starbucks has been holding employee forums across the country to discuss race relations and even held a public forum in a Seattle store with Seattle police officers about race relations. Schultz is encouraging baristas everywhere to write "Race Together" on coffee cups to start conversations with customers.
Starbucks has a partnership with USA Today for the "Race Together" campaign. The newspaper will distribute information sheets nationwide as part of the deal.
I have noticed that most coffee shacks are staffed by younger attractive females.
The CNN article on this has some great twitted comments dealing with:
How much of a profit Starbucks makes off of coffee beans bought from poor farmers.
Lack of diversity in Starbucks corporate leadership.
The role Starbucks plays in fostering gentrification.
I have noticed that most coffee shacks are staffed by younger attractive females.
At the risk of violating political correctness, you are on to something. Contrast the workers at Starbucks with employees at some of the fast food places, for example. Both are employing people earning minimum wage or close to it. Both are employing people in very basic jobs. Both have a similar amount of customer service involved.
At the risk of being attacked about PC matters, I think places like Starbucks have higher standards, and/or attract a better quality of worker.
I might have worded it a bit differently, but I do believe my association with Starbucks has just about run its course.
I sure ain't waiting for my first encounter with a hijab!! clad barista...!!!
Venti CIAO this...!
LOL!
They must have been threatened by Je$$e Jack$on.
Hey Starbucks,
You’re in business to sell COFFEE, not change society.
I love some of your stuff, but I am THROUGH with it.
If I want coffee, I’ll go somewhere the employees aren’t required to preach at me.
Isn’t this what THEY scream about Christians??? - That Christians JAM their religion down people’s throats???
“Maybe they should tackle world peace while they are at it.”
I believe Miss Universe owns the world peace franchise, so Starbucks needs to stay out of that area.
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