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This Day

Starbucks #RaceTogether Campaign Backfires (2015)

Apr 3, 2025
In 2015, Starbucks launched a controversial initiative, aiming to initiate conversations about race through its #RaceTogether campaign. The idea? Baristas would write the hashtag on coffee cups. However, the campaign faced instant backlash, highlighting the challenges of tackling deep societal issues in a fast-paced environment. The discussion dives into the broader implications of corporate activism, questioning whether such efforts can create real change or merely serve as performative gestures. Tune in for an engaging analysis of this marketing misstep!
19:49
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Quick takeaways

  • Starbucks' Race Together initiative aimed to foster conversations about racial inequality but faced backlash for its superficial execution and lack of meaningful action.
  • The campaign highlights the disconnect between corporate social responsibility efforts and public expectations for genuine commitment to systemic change.

Deep dives

The Origins and Intent of the Race Together Initiative

The Race Together initiative was launched by Starbucks in 2015 with the intention of sparking conversations about race among customers, particularly in the context of social tensions following events like the Ferguson protests and during Obama's presidency. Starbucks CEO Howard Schultz aimed to position the company as a leader in addressing societal issues by encouraging baristas to write 'Race Together' on coffee cups, promoting dialogue on systemic racism. This reflected a broader trend of 'conscientious capitalism', where corporations sought to address social problems while simultaneously maintaining profitability. However, the campaign faced criticism for its superficial approach, as it lacked substantive actions or commitments to accompany the call for conversations about racial issues.

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