Coffee Rhetoric: Howard Schultz
Showing posts with label Howard Schultz. Show all posts
Showing posts with label Howard Schultz. Show all posts

March 17, 2015

Dark Roast, Flat White … Race 101? Why Starbucks’ #RaceTogether Campaign Lacks Steam

If there’s anything I love swilling more than red wine and vodka, it’s coffee. A delicious, highly-caffeinated, bold, dark, unflavored and unsweetened with just a splash of creamer cup of coffee. Frequently, I’ll amble into the nearest Starbucks… a place I have an ‘it’s aight, I guess’/ hate relationship with, to get my fix.

But now that Starbucks CEO Howard Schultz has rolled out a new campaign called #RaceTogether—an initiative that’s meant to encourage dialogue about race between baristas and customers—I can now tack on ‘thoroughly amused yet perplexed’ to my feelings about the coffee chain.

While I recognize that Shultz shamelessly and openly expresses progressive ideas about equality, appreciate his willingness to 'go there' with shareholders and consideration for employees, understand the sentiment behind ‘Race Together,’ and get that employees’ personal stories, anti-racism and anti-police violence protests are what prompted this effort, Starbucks would be doing the national discourse on race and inequality an even bigger solid if they examined whether they, themselves, pass muster when it comes to diversity and race among their corporate staff, as opposed to launching a public, jingle-filled campaign their busy baristas are expected to broach in-between making frappuccinos and soy lattes. Particularly since Starbucks serves as something of an emblem for gentrification and high real estate prices.