By Darren Smith, Weekend Contributor
Many are aware of Starbucks Corporation’s “Race Together” campaign where company senior management proffered to promote a dialogue on race relations among their customers. The main initial manifestation of the decision was for baristas to write the words “Race Together” on cups and encouraging a discussion on the matter. Cups were also adorned with labels furthering the message.
While there is little doubt that most persons in the United States want a harmonious relationship between all citizens, there is a question on whether such a campaign is in the interest of shareholders and customers who might be put off by such practices.
For full disclosure your author owns stock in Starbucks Corporation and has a close family member who for six years worked at Starbucks headquarters but does not presently.
CEO Howard Shultz is renowned for championing positive social and economic benefits to those affiliated with Starbucks and its company. The company offered health care benefits to part-time employees when the market generally did not; advocated fair trade and worker benevolence for suppliers in foreign nations; and offered grant money to laudable social causes in the United States and other nations. Such efforts continue to bring a sense of goodwill and a perception in the general public of being a responsible corporation even among those individuals who object to the notion of large corporations having a dominant position.
Yet, Starbucks might, despite having all the best intentions, have overstepped itself on some of the more up-front aspects of the Race Together campaign.
A common mistake made in marketing and other company strategies is that the customer base or targeted consumer shares the same goal that the company leadership does and will acquiesce to the advertising method. In this respect Starbucks might have made its mistake with the latter—that the consumer would acquiesce to the Race Together campaign methodology.
It is a safe bet that the Starbucks consumer favors good race relations, but it was too risky to assert this message, for lack of better words, “in the face” of consumers.
Starbucks marketing strategy offers its customers a relaxing, personable, and “hip”, experience in addition to providing products desired by consumers. But injecting controversial or uncomfortable topics into this approach can detract from the experience, especially if the company wants to create the notion as a coffee shop being a form of escape or temporary retreat from the concerns each customer carries.
The customer might hold a political or social issue dearly but most individuals do not want to constantly occupy themselves with such matters, and this is a place where Starbucks might have miscalculated. What might have been a priority for discussion for the company leadership is not going to always be that for the consumer.
The media outlets report significant negative reaction to the campaign, mostly from the mandated interaction upon baristas handed down from corporate and the messages on the cups. Corporate, at least politely, directed employees to discuss the matter with customers. Unfortunately for the baristas this met with disapproval from enough customers that they individually abandoned the practice asked by senior management. In essence they were placed into a difficult position in wanting to please their superiors and not upsetting the customers from whom they derive their income.
On a broader scale the campaign was criticized as being opportunistic in that it coincided a contentious and churning period of race relations in the media and national dialogue. Others countered that it would be difficult for an employee to fully engage in such dialogue in the limited time available during customer service.
As of today, Starbucks reportedly will end the practice of writing “Race Together” on the cups which caused the most controversy. Starbucks Spokesman Jim Olsen said the initiative would instead continue on a broader approach and that the cup campaign was just a catalyst for the discussion Starbucks will continue to foster in the form of meetings, ad campaigns, and other forms of advocacy. Mr. Olsen stated the withdrawal of the cup effort was not in reaction to the criticism garnered but said “Nothing is changing. It’s all part of the cadence of the timeline we originally planned.”
In a company memo, CEO Schultz wrote “While there has been criticism of the initiative – and I know this hasn’t been easy for any of you – let me assure you that we didn’t expect universal praise.”
As stated before, there are risks in making any kind of social or political statement in approaching customers. It generally works very well with those who agree with the message and is quite effective in sending away those who do not. If politics is to be introduced a corporation had best be prepared for the cost / benefit of doing so. Even in this case, those having agreement with the company could easily tire of having more and more messages being directed at them where a perception could take hold that walking into Starbucks is going to involve yet another political cause and not an environment for which customers have become accustomed. They might instead choose another competitor that offers neutrality and suddenly divergent groups begin to strangely congregate because they have found a refuge from their former coffee purveyor’s politics.
Should Starbucks and other large corporations continue to engage in supporting worthwhile social benefit campaigns? Of course, but they should be mindful of the limits to which their customers will be willing participants.
Yet, all things considered, regardless of any meritorious or controversial actions taken on behalf of Starbucks or others, millions of dollars of free advertising was quickly bestowed by the mainstream media for this campaign: good or bad. But one thing that can be certainly agreed upon, Starbucks tried to do the right thing.
By Darren Smith
Sources:
KOMO News
Starbucks Corporation
The views expressed in this posting are the author’s alone and not those of the blog, the host, or other weekend bloggers. As an open forum, weekend bloggers post independently without pre-approval or review. Content and any displays or art are solely their decision and responsibility.
Here is a way to start the conversation:
http://fumaga.com/i/starbucks-the-black-guy.jpg
Remember when Starbucks brought insurance benefits to part time workers? Remember when Starbucks was the first big corporate brand to embrace diversity? Remember that Starbucks now supports higher education for employees? Remember, Starbucks has always been/tries to be on the cutting edge of social issues relevant to their average employee. It’s one thing to be for diversity, it’s another to think that in a 30 second transaction a barista is going to “educate” the drinker about race relations… Um, the best way Starbucks can do this is by continuing the diversity hiring practices in the stores. The more diverse, the better. What else is there to say about the joys of diversity when one walks into an establishment where diversity is on display among the employees and their team work and joy is palpable? A forced conversation that ties up the line is NOT a genuine experience that Starbucks is after.
I’m sick of hearing about Starbucks and diversity. So phoney as are most liberals! If they care so much about Blacks and diversity, why aren’t there any Starbucks in Selma or Ferguson? No, like most white liberals they love to say the right things but stay in their nice neighborhoods.
Max-1 – remember that free education from Starbucks? Not quite what it was advertised. Here is the breakdown.
http://www.nytimes.com/2014/06/16/us/starbucks-to-provide-free-college-education-to-thousands-of-workers.html?_r=0
DBQ-
You prove my point. And you are extremely brave to eat at Mickey D’s!
My dad was one of the nicest people I have ever known. Except when some cashier or waitress said “Have a nice day!” He would respond by saying …..well,…… this is a family blog, so use your imagination.
Same thing with the singer who wants to turn their show into a political lecture. (I’m looking at YOU Linda Ronstadt ). I like your singing. You have a beautiful voice. I paid for tickets to hear you sing, not lecture us on your political views.
Shut up and sing…..or give me my money back. That wasn’t what I paid for.
The only thing I dislike more than being lectured to by a 20 something barista, is being lectured by an upper middle class liberal who lives in an exclusive neighborhood and sends their kids to private school, all the while telling me I’m a bad person for mentioning black crime.
And BTW, I am not a neo confederate, neanderthal. I’m Puerto Rican!
This is the typical nonsense from the usual progressive suspects. I am sure if the company asked their employees to tell their customers that abortion was evil and murdered babies…..then you would be crapping your drawers. Demanding reparations, firings and a apology tour by upper management.
If the CEO of a company like Mozilla is against same sex marriage in his private dealings he is forced out of his job. Of course that company is about to go bankrupt because so many people dropped it because of that action so it might be a good thing to go forward with lecturing customers about the latest politically correct pronouncements of the liberal elite. Let Starbucks preach their nonsense and force the company into bankruptcy. That would be a good thing for the taste of coffee in the long run.
Sell your stock Darren. This is the canary in the coal mine.
Paul C.
I’d advise you to avoid using racist lingo least you been seen that way.
Max-1 – I am very comfortable with who I am and I call ‘um like I see ‘um.
A short time back McDonalds was doing some sort of a promotion on getting a free meal if you promise to do some nice thing. We were traveling and didn’t know anything about the ad campaign and since we rarely watch live television (dvr, netflix, amazon prime etc) we were surprised.
Stopping to get something to eat the cashier told my husband blah blah blah…free meal…blah blah blah…do something nice (I think it was give 5 people a compliment or some such twaddle). Hubby was WTF?
Hubby said. No thanks. I’ll just pay for my meal.
The kid was shocked!. You don’t want a free meal???
NOPE. I want my food and I don’t want you to tell me what to do! I’ll compliment people if I feel like it, if they deserve it…… and don’t need to be bribed with to do it. Certainly not with a sausage egg mcmuffin of all things.
Same stupid intrusive idea to have corporations insert themselves into our day to day activities and brow beat us into political correctness or being “nice”. If Starbucks or McDonald’s wants to change the world and preach to the masses….do it when we aren’t trying to buy your crap.
I drink my coffee black.
#racetogetherI’m the 12th person in line and I have a ten minute break.
Um… #movetheline
“It is a safe bet that the Starbucks consumer favors good race relations, but it was too risky to assert this message, for lack of better words, “in the face” of consumers.”
******************
What manner of drivel is this? Starbucks is to be blamed for asserting a positive societal message that its customers do agree with? Thats why patriotism never sells I suppose.
What is risky is asserting a positve message that some of its Neanderthal class of customers or its neoconfederate critics don’t agree with. That’s what this revoking of the message could be about. If so, it’s cowardice and I’m surprised you, Darren, would afford cover for it.
Starbucks had no legal obligation to launch the campaign but having done so they needed to have the courage of their convictions else it’s a crass ploy to garner profits under false pretenses which is the criticism that has been leveled. Jim Olso, the company spokesman, you cited said the change is not due to pressure from either side. We’ll see.
mespo – Starbucks is shucking and jivving right now so we will see where it ends.
Just make coffee. Leave the poor baristas (coffee slingers) alone to do their job, which is to provide coffee, maybe some cookies or something…..and just be pleasant. I would imagine they don’t want to start a race conversation anymore than we want to hear it from them.
There is nothing pleasant about starting a conversation about race, religion or politics in a public setting. It’s bad enough when you visit your relatives and have to tippy toe around the conversational minefield. I sure don’t want to have some young kid giving me a lecture about anything……least of all race relations or politics.
SHUT UP and gimme my coffee!
I’m OK with corporations promoting whatever their religion says they should promote. But the way to promote an important social issue is not by forcing customers to address that issue every time they buy a cup of coffee. Customers don’t wait in line at Starbucks to discuss race relations. They wait in line to buy a cup of coffee.
If you want to promote something that deserves serious discussion and consideration, do it in a way that will really advance your agenda, that lots of people will pay attention to and enjoy. you know, like a Super Bowl TV ad. 🙂 Starbucks’ approach is like McRace McRelations, small bites of things that seem to satisfy you at first but actually lack any real nutritional value.
I’m sure someone will see this as grounds for a lawsuit. It will be barred by Race judicata.
Never been to Starbucks in the States, but here in Germany they are notoriously filthy. Maybe management thinks the dirt and rubbish contribute to that American “flair” just as much as their stale pastries and cakes do. I also don´t fee the need to carry a paper coffee cup around as fashion accessory, I just drink my coffee at home or if I´m meeting a friend, we´ll go to a nice German or Italian place for good coffee and fresh,homemade cakes, and no preachy politics.
@PaulCS
ROTFLMAO!
The coffee is the only thing “black” at any Starbucks I have been to!
Squeeky Fromm
Girl Reporter
Another good post. I virtually never go to Starbucks. Not so much for political reasons but economic. Having grown up in a family run restaurant, and having my own biz for over 3 decades, I support local small biz.
Any person, biz, group, has a right to promote any ideas they see fit. But, barista’s are often pretty high on the vapid meter. Bartenders are generally more intelligent and urbane. But, they are also smart enough to not push an agenda, or drinks.
Nick – the first question to ask at the Starbucks I go to (only because a friend treats 🙂 ) is: why is no one of color working here?
Darren – nice article, however, I disagree with the conclusion. The blowback has been big. All I need is some 20-something to ask me about race relations. I would be happy to spend a half hour holding up the line lecturing their barista on the status of race relations.
Why would anyone go to Starbucks in the first place? Their burnt coffee is overpriced and sucks as bad as the Obama administration.
You are much better off going to the local diner and supporting a small business than paying for this slop.
Or the fact that black males between the ages of 18 – 49, while comprising only 4% of the US population commit 60% of all violent crime. I guess evil white, racist, sexist, homophobic types MAKE them commit those crimes.
Darren:
Enjoy your columns – keep writing.
Love the controversy that your last column (Greenwald) provoked – lots of involved readers.
“While there is little doubt that most persons in the United States want a harmonious relationship between all citizens”
This was a joke, right?
Good article. As for me, I get enough subliminal politicking on TV, every time the idiots do an anti-gun show, or some sort of mean white person picking o innocent negroes, or the pro Gay nonsense. But, it would have been interesting to ask a barista, “Hey, how come most Black folks don’t get married and have their kids in wedlock??? Is some White guy blocking their access to the county clerk where they hand out marriage licenses???” or, “Hey, how come is it 60 years after Brown v. Board of education is it that sooo many Black kids can’t read or write worth a hoot, and think it is “acting White” to get an education???”
But, they would probably just spit in my chai tea the next time I was in.
Squeeky Fromm
Girl Reporter