Starbucks - The Role and Responsibility of a Public Company

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In 2015, the company initiated a national campaign to get its employees and its customers talking about race relations in the United States. Critics called the campaign insensitive and tone deaf. The way Howard saw it, Starbucks had a civic responsibility to help people talk about it. Within two hours of launching Race Together, it was hijacked by social media. And we lost It very fast.

You can make your social impact and your bottom line work hand-in-hand. But you'll have to be as creative and innovative about your company's values as you are about the business itself. Howard Schultz, chair and former CEO of Starbucks, not only changed how America wakes up, but set new standards for employee benefits. From offering college tuition to American employees to providing health care for employees' parents in China, Howard has always been one step ahead of the social impact curve.

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