By: Meghan Sullivan
Starbucks, as I’m sure everyone knows, is one of the largest coffee companies in the world and the company has decided to use this popularity to launch a campaign on Monday they are calling “Race Together.” Their goal, according to Corey duBrowa , Senior Vice President of global communications and internal affairs, is to stimulate a conversation about race relations in America.
The campaign is receiving criticism and backlash, causing duBrowa to deactivate his twitter on Tuesday. The main question being asked is whether or not the employees of Starbucks are qualified to start a conversation about such a difficult subject. Other critics called out the company for the image above in which those holding the cups are lacking in diversity. The public relations for this campaign is being handled by the public relations firm Edelman and the marketing and communications agency SS+K. Starbucks is standing by their decision to launch this campaign and explained that they have never been one to shy away from controversial issues. The question is whether or not it was appropriate for Starbucks to launch this campaign and how it is affecting Starbucks reputation.