Starbucks baristas to now write racial equality slogan on cups instead of your name

Noble effort to improve race relations or calculated ploy to shift more coffee?

Because brands really can't be seen to be pushing egalitarian messages enough in 2015, Starbucks baristas in the US are going to start making small talk with customers about Ferguson.

They will now write "Race Together" on their ever-Instagrammable cups and "may also engage customers in conversation through Race Together stickers available in select stores", according to a Starbucks press release.

CEO Howard Schultz is behind the initiative, which was developed in open employee forums following a string of "racially-charged tragedies" around the country.

Chit-chat about equality won't be on the menu but will be conducted at baristas' digression, potentially making buying a coffee kind of awkward.

In a video to employees, Schultz implied that staff would write "Race Together" on cups and then work in some debate if asked about it.

I love the smell of corporate responsibility in the morning

"If a customer asks you what this is, try and engage in a discussion, that we have problems in this country with regard to race and racial equality, and we believe we're better than this, and we believe the country is better than this," he said.

"And if this makes you have a conversation with a customer about the need for compassion, the need for empathy, the need for love towards others - if you can do that with one customer, one day, then you're making a significant difference."

Schultz laid it on thick.

"There were some people that said, 'Howard, this is not a subject we should touch. This is not for you. This is not for our company. This is for someone else,'" he continued. "I reject that. I reject that completely because we can't leave this for someone else."

Noble effort to improve race relations or calculated ploy to shift more coffee? You decide.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

By clicking ‘Create my account’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in