I want to start off by saying that creating this blog is personal to me. I was first introduced to the strength in ethics of Starbucks in 2005 in my business ethics course in college. Starbucks was paving a new way of doing business with Social Responsibility at it’s core, one that many larger companies had shy’d away from. I began to watch an learn from them over the past 15 years as I ran my own business. So, when I was presented this assignment in my consumer behavior course I wanted to investigate to see if Starbucks remains one of the most ethical companies in the world. By no surprise they still are!
When Starbucks launched it’s first corporate social responsibility report in 2002, it’s aspiration was to be recognized as much for it’s commitment to social responsibility as the quality of their coffee. They have accomplished the unthinkable reaching 99 percent ethically sourced coffee creating a global network of farmer support around the world. For over 18 years Starbucks has partnered with Conservation International, covering over 4 continents improving the life of over 1 million farmers and much much more. I have found that my customer loyalty to Starbucks stems from knowing that the $5 cup of coffee is so much more than profits, it’s about people.
The Starbucks mission: To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time.
Starbucks has offered education to their employees, stock shares and benefits. But just taking care of the company and it’s people was not enough to meet Starbucks aspirations.
In 2013, Starbucks committed to hiring 10,000 veterans and military spouses by November 2018 and by March 2017 they reached that goal. Starbucks reached a goal and said we can do more! Starbucks will now hire 25,000 veterans and military spouses by 2025. Unique Turner Starbucks district manager and military support said it best “At Starbucks It’s not about checking off a number and saying we’re done, it’s about working together to help bridge the gap, between the military and civilian community. Starbucks not done yet.”
” The country has made a promise to the men and women of our armed forces that we would take care of them when they came home. The Starbucks family feels strongly about delivering that promise” – Founder Howard Schultz.
For more than two decades I’ve been a loyal customer to Starbucks. In my house we have a coined phrase “Even water taste better out of a Starbucks cup.” The Starbucks Experience is based on turning the ordinary into the extraordinary in everything they do. Right down to Starbucks Transformation Agenda written in 2008 which can give us all something to believe in. My loyalty isn’t based on a love for coffee but of humanity. Starbucks takes being a good neighbor seriously, it’s beyond excellent customer service. They want to spark a conversation and follow it up with action. But sometimes initiating a conversation can spark a controversy when that was the exact opposite of what Starbucks wanted.
In 2015, Starbucks had urged it’s barista’s to right #racetogether on the side of coffee cups, in hopes to spark conversation with customers about diversity and race. In efforts to bring people together. But just one month later the initiative came to an abrupt halt after it stirred up much controversy.The comments from customers torpedoed across social media bashing the company, but others thought it was a courageous move, saying “at least Starbucks is willing to do something most companies do nothing.” Starbucks new going in that this was a highly emotional issue that divides many people around the country. But in the end they sent out a press release saying at least the conversation is started. Now that it’s 2020 and #Blacklivesmatter protests fill the streets across the United States and beyond, maybe it wasn’t a half brewed idea after all.
Do I feel the company is “green” for profit or “green” for the environment?
I think that my truth in this question lies perfectly in Founder of Starbucks Howard Schultz saying ” In order to do more for the people, the community or have the social impact we are trying to have, one thing is clear, performance is the price of admission. If Starbucks did not perform well, or just striving to make a profit. It’s not enough, it’s not sustainable…This is what we do, this is what Starbucks believes in, we are built on a foundation of humanity. We’re a performance driven company through the lens of Humanity.”
Kristina, this was such an impactful read. Thank you!
Shaleena, thank you! They inspire me in my ongoing business ventures! I hope it has had the same impact for you!