Starbucks 'Race Together' Campaign Analysis

The Starbucks “Race Together” campaign has caused quite a kerfuffle. It was initially an effort to catalyze national dialogue about race in response to the killings of Michael Brown and Eric Garner, two unarmed black men, and subsequent civil unrest. This was done by writing “Race Together” on a cup which would encourage the customer and Barista to talk about the topic over the creation of the coffee, ultimately giving the impression that Starbucks cares and wants to promote the idea that everybody is racially equal. Despite the absolutely brilliant idea of a majorly white corporation, the campaign ended up in a downward spiraling rocket that concluded in more of a failure than the Challenger. Every time the company tried to set off and explore

Schultz believed that corporations have an obligation to society beyond what tangibly impacts their profits. He truly was a visionary. Since Starbucks has over twenty thousand stores worldwide, and it gets over eighty million customers per week, Starbucks has the power to influence public discourse. Showing that he is able to risk anything and everything in order to get his point across. He shows us that he has the determination, and is willing to do what few businesses are, speak up. Even though it gives the impression of a gallant knight willing to slay the dragon, there is a time and place for everything, and it is not the time that it takes to whip up a Venti Iced Skinny Hazelnut, Sugar-Free Syrup Extra Shot, Light Ice, No Whip,

Just like Gandhi did, he spoke up. Even though its almost impossible to compare these two people, we get the general jest of it. CEOs have to engage in something that is known as CEO activism. They have to be proactive. If nobody is going to speak out, then nothing will get done. Schultz is in a position to affect a wide range of people, he has taken that advantage and milked it for all its worth. Meeting with two thousand Starbucks employees in cities which are infamous for racial tension and anti-police brutality protests. He’s moreover producing a blueprint that lets all of the high ranking members of society know what to do and what not to do in order to spark a change. In his footsteps, he hopes that others will do the same in order to better the world that we live on. But Schultz has an error, just like all of the other elitist liberals that own the white dominant elite spots in society. He believes that all people have similar aspirations to succeed. That alludes to the fact that he believes that everybody else’s lack of success is caused to the external barriers that have been set upon them, mainly racial discrimination. People choose to be poor, not because they are forced to. To change the way people, live their daily lives, they need to change the way people think fundamentally. This can never be achieved through an awkward conversation with an eighteen-year-old Barista.

To conclude my rant