There are many companies that use their leverage to make a difference in their community or even around the world; although the Race Together initiative is meant to help, it does so in a very controversial manner. But as Fast Company points put, "Unlike many company heads, Starbucks CEO Howard Schultz is not afraid to get political."
Through the Race Together initiative, Starbucks encourages baristas to talk about race relations with customers. This has already been met with much criticism on social media. Jon Turke tweets, "I go to @Starbucks to support my corporate coffee overlords, not be lectured by a white middle class teen from Madison #RaceTogether." Whether or not Race Together has a positive impact remains to be seen.
Controversial Barista Conversations
Starbucks' Race Together Initiative Covers a Taboo Topic
Trend Themes
1. Controversial Conversations Initiatives - Encouraging controversial conversations can help companies stand out among competitors and make an impact on important societal issues.
2. CEO Activism - More company leaders are using their platforms to promote social and political change as consumers seek out purpose-driven brands.
3. Social Media Backlash - As companies take on sensitive topics, they risk facing pushback and negative attention on social media.
Industry Implications
1. Food and Beverage - Other companies in the food and beverage industry may choose to tackle controversial issues to differentiate themselves in a crowded market.
2. Retail - Retailers can use their physical stores as spaces for customers to engage in conversations around important topics, creating a unique and memorable shopping experience.
3. Media and Entertainment - Through their content and messaging, media and entertainment companies can contribute to and shape cultural conversations around race and social justice.