Starbucks was sharply criticized in the media and public for the effort for being, among other things, hypocritical, tone-deaf or a marketing ploy to sell more coffee. Schultz claimed that the plan all along was to end the controversial, and supposedly voluntary, practice of having baristas write "race together" on selected customers' cups as a way to initiate dialogue--though skeptics believe the company pulled the plug due to the loud and widespread outcry against this practice. Starbucks will, according to Schultz, carry on with other planned elements of the campaign, as detailed on the company's website.
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| Video from Starbucks employee forum on race |
What I found the most odd, though, was not that a company would have the audacity to step forward to try this social experiment, but that they thought it was a conversation that could be encapsulated into the time it takes to order and pay for a coffee and muffin (have you seen the line at your local Starbucks during rush hour?!)
Where I disagree with the critics, however, is that I think Starbucks should be applauded for attempting to DO SOMETHING...even if it didn't go exactly the way they might have hoped. They were willing to step up and say, "Whose job is it to start the conversation about race? Anyone and everyone." In my opinion, it was a gutsy and admirable move to use their vast network to address an issue that affects their employees and customers every day, even at the risk of losing customers.
Am I naive enough to think this was a purely altruistic effort? Of course not--in fact, Starbucks' stock price hit a 52-week high the week AFTER "Race Together" was blasted. I don't, however, think it's a bad thing that they profited from this gamble. In fact, I hope this bodes well for other companies with progressive leadership who might be willing to take a bigger risk if they see that their shareholders won't suffer (whether that's the best motivation is a topic for another day...)
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On a somewhat tangential note, I saw an interesting play at Mad Horse Theatre last week that also tackles some important questions about race and who gets to decide what is fair. Alligator Road, written by local playwright Callie Kimball, is the story of a white woman, Kathy, who inherits a hardware store in the Florida panhandle from her husband. Kathy decides, in the interest of "reparations," to give the store away to a black woman she meets at a local family shelter. The ensuing dialogue between the store owner and her college-age daughter, as well as with the new owner, Lavinia, and her white husband, raises questions of "white guilt", assumptions we make about people based on race and gender, and how outraged is a person of color "supposed" to be in the face of obvious bias?
The play is not flawless--in some cases I was left wanting more of the backstory on why Kathy is so committed to the idea of reparations (a word she uses repeatedly), as well as more interaction between Kathy and Lavinia....but I thought it was a story with great potential and a powerful message (not to mention a fabulous set featuring handmade yarn "cozies" covering every paint can and power tool in sight!)
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| Alligator Road is playing at Mad Horse Theatre through Sunday, March 29th |
I am inclined to agree with you Jen, that participating in the conversation or "doing something" is admirable. I also agree with you that profit was likely the motivations behind Starbucks' efforts. Because corporations are driven by profit above all other things we have to be wary of their actions. For example. Starbucks is a member of the Grocery Manufactures Association, who is currently suing Vermont for trying to create labeling laws that would allow people to be more informed about what is in their food.
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e.g. Starbucks may appear to support racial equality, but they do not support labeling laws, which are a part of food justice.
As a consumer I find this very frustrating. I want to give my money to places I believe in, but it is very hard to find businesses that really promote justice across the board.
Something positive to be said for the recent "Black Lives Matter" movement however, is that activists have gained enough recognition that corporations are seeing an advantage to promoting the movement themselves. I think this is a success for racial equality groups more than a success for Starbucks
Thanks for your comments, Gwen...you make some great points. I definitely don't mean to imply that Starbucks is a hero company---they do plenty that is hard to support. I think you summed it up nicely that this is a win for those who have been talking about race long before "Race Together" was front page news.
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ReplyDeleteInteresting post, Jen.
ReplyDeleteI think it brings up an important point regarding the race conversation and who tends to control it. Too often this dialogue is controlled by those in power and on the terms that they decide are best. Thats why I think the "Black Lives Matter" campaign is so controversial to certain people. Where as "Black History Month" is the majority's attempt at initiating (and controlling) the conversation about race, "Black Lives Matter" is a grassroots effort (outside of the majority's control) that is having a real impact on a national level.
I imagine some of the public outcry over the starbuck's thing stemmed from the fact that someone was mad that the conversation was outside of their control. I agree that I think it was a good thing in that at least it was talking about the issue. However, Gwen is also right in that there were likely financial motives as well.
I propose that instead of writing on cups, Starbucks donates a few million dollars to public schools in urban centers like Chicago and Detroit. That will really show that the cooperation is serious about the race conversation in America.
Andrew--I like your suggestion. Will be interesting to see if Starbucks puts their money where their mouth is, so to speak, and steps up their efforts in ways that effect meaningful change. Not sure I'll be holding my breath for that, but perhaps they will surprise us!
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