Social cause marketing: lessons from Starbucks’ #Racetogether campaign
Two key principles that companies should take into account when brands are promoting social causes are to stick to an area where they have some expertise and to avoid overwhelming consumers. Starbucks learned these lessons the hard way through their #Racetogether campaign, when the company tried to start a conversation over race relations in the US as customers bought coffee. The campaign backfired, gained negative views on social media, and was eventually called off after only one week.
Starbucks did not stay within its area of expertise with the #Racetogether campaign. While the firm is well known and respected throughout the world, it does not come to mind as having much to do with race issues. Even if the company spent significant resources to become associated with the issue, the campaign did not maintain consistency with its product, its persona, or its clients. Selling coffee does not have any intrinsic connection to race. There are other areas where Starbuck´s presence could have been more natural. For example, a social campaign to raise awareness on the brand’s stand on fair trade of coffee, sugar or cocoa. These would have been causes closer to the nature of Starbucks’ work, and less disconnected to the product they sell and are associated with. If Starbucks wanted to focus on race issues, a different approach that was more connected to the company would have been more adequate. For instance, given that 40% of Starbucks employees come from a racial minority, the company could have focused its campaign on sharing good practices to promote an inclusive workplace environment and embracing diversity.
Simply pushing an unwanted conversation managed to alienate some customers, despite Starbucks’ good intentions. Race is a sensitive topic in the US, and not something people feel equally open talking about. A nation-wide campaign like #Racetogether was going to be perceived differently in Missouri or Baltimore than in Oregon or Maine. The topic is uncomfortable enough for a discussion among friends, and Starbucks wanted customers to engage on it with complete strangers. Such a delicate conversation was not something that could be had in the two or three minutes it takes for a coffee to be made. Moreover, people did not appreciate the idea that this “conversation” could delay their wait times or cause them any unnecessary anxiety before even getting to work. While some customers saw in Starbucks a haven from the agitation and nuisance of the “outside” world, Starbucks was bringing those problems back in and writing them on their coffee cups.
Starbucks’ #Racetogether campaign had two good features, however. First, it appeared genuine. Starbucks’ CEO, Howard Schultz seemed to passionate about the issue, and not just using it to promote a product. While some customers could complain about Starbucks getting into a topic outside its area of expertise, few could criticize it for being insincere. Finally, the company actively listened to its customers and decided to cut its losses when the campaign was not embraced as it expected. There is merit in quickly recognizing their plan went awry and deciding to go back to the drawing board.
