(Starbucks Corporation)

Starbucks' cringe-inducing #RaceTogether campaign has caused a Twitter firestorm

"I don't have time to explain 400 years of oppression to you & still make my train"


follow us in feedly
Joanna Rothkopf
March 17, 2015 7:30PM (UTC)

In an article published Monday evening, USA Today reporter Bruce Horovitz wrote: "Starbucks, in partnership with USA TODAY, is about to tackle the issue of race in America." Thank goodness someone is finally getting around to it!

The article outlines a new program called "Race Together," which will encourage baristas at 12,000 Starbucks locations to "spark customer conversation on the topic of race" by writing #RaceTogether on coffee cups. as well as by providing a "Race Together" newspaper supplement co-written by the coffee corporation and USA Today. The supplement will feature some hot button "conversation starters" that will help compel commuters to tackle the difficult subject of racism before 9 a.m.

Advertisement:

"If a customer asks you what this is, try to engage in a discussion that we have problems in this country in regards to race," said Starbucks CEO Howard Schultz in a video distributed to baristas across the country. "We believe that we are better than this, and we believe that our country is better than this."

Half-assed efforts at creating the appearance of a corporate social conscience are suspect at best. It's even worse when the corporation, which is often a harbinger of gentrification, is so clearly seizing upon a moment of national tension, violence and anger to promote itself.

Here are some of the best tweets mocking the campaign:

[embedtweet id="577841993600102400"]

[embedtweet id="577840113213960193"]

[embedtweet id="577829729413148672"]

[embedtweet id="577827252139872256"]

[embedtweet id="577826812673273856"]

[embedtweet id="577690188794703872"]

[embedtweet id="577822491177033728"]

[embedtweet id="577808034929475584"]

[embedtweet id="577801460026613760"]

Advertisement:

[embedtweet id="577695407809036288"]

[embedtweet id="577819636038787072"]

At least Starbucks' campaign succeeded in one small way...

[embedtweet id="577687204404731904"]

 


Joanna Rothkopf

MORE FROM Joanna RothkopfFOLLOW @joannarothkopf

BROWSE SALON.COM
COMPLETELY AD FREE,
FOR THE NEXT HOUR

Read Now, Pay Later - no upfront
registration for 1-Hour Access

Click Here
7-Day Access and Monthly
Subscriptions also available
No tracking or personal data collection
beyond name and email address

•••


Fearless journalism
in your inbox every day

Sign up for our free newsletter

• • •