Showing Starbucks The Right Track
The issue of Racial Inequality has been a silent yet very alive phenomenon in many countries, most of them, developed. It has been kept quite far away from the glamor of the corporate world and is hardly a contender for everyday table talk(J. E. Grunig, 2013; Jain, De Moya, & Molleda, 2014). However, a major corporation has decided to tackle it heads-on and has attracted the attention of people far and wide. USA TODAY and Starbucks have collaborated to take initiative to dissuade the culture of racism and in order to that, they have decided to open it on public forums; in Starbucks coffee shops that is. “Each story, each voice, offered insight into the divisive role unconscious bias plays in our society and the role empathy can play to bridge those divides,” said by the chairman of Starbucks chairman and CEO of the Howard Schultz in a USA newspaper section.
This is not for the first time that Starbucks has decided to involve itself in a cause for societal change. It has been putting in efforts for guns and gay rights and has been applauded by masses of the liberal society. This time round, it has initiated the year-long campaign by the name of ‘Race Together’ in order to arouse dialogue and exchange of conversation as well as consideration and constructive action for the issue of “race” in the United States(Coombs & Holladay, 2012; Papasolomou & Melanthiou, 2012). The campaign title i.e. ‘Race Together’ is being written down by the Starbucks baristas on the coffee cups in order to promote the initiative and bolster discussion in support of accepting diversity.
USA TODAY has also played its part by including question and comments in order to spark interest as well as conversation among peers and family such as, “How have your racial views evolved from those of your parents?” [i] On the one hand Starbucks is inviting people to join the discussion and add their valuable insight as well as anecdotes to the campaign treasury whereas many people belonging to different races have denounced the effort completely(Kao, 2014; Lee, Southwell, & Suzuki, 2013).