Dear Mr. Schultz (CEO, Starbucks)…
Dear Mr. Schultz (CEO), and Mr. duBrowa (SVP Global Communications) for Starbucks,
[ Insert Applause ]
Oh wait. We’re not done.
[Insert Standing Ovation]
Let me start by saying — to those of you who are not Mr. Schultz or Mr. duBrowa, particularly to the naysayers decrying the #RaceTogether campaign — I completely see where you’re coming from. This is an uncomfortable topic. This is a topic you probably don’t even discuss with your parents, because — well, it opens doors to a potentially unpleasant place. And in this scenario, this uncomfortable topic would be inserted into one of your daily respites, and you might want that daily respite to stay safe, like an oasis… serene. An uncomfortable topic inserted into your escape, which you fear might also intrude on the delivery time of your Caramel Macchiato. I get that, all that.
For the media and the bloggers — the ones who say #RaceTogether has nothing to do with coffee, and has even less to do with Starbucks — respectfully, I must disagree.
Years ago I remember waiting in line at the neighborhood Starbucks (hold up there — I was willing to wait? Man, they’ve got me brainwashed.) Anyway, I knew the line moved fast so I took up a little people watching to pass the time. I was entranced.
There were people singing and playing guitars outside, there were retirees discussing the latest news over coffee and newspapers, a couple on a date, a pair talking business, a number of laptop-absorbed workers, a teenage girl absorbed in her phone, a group of six teenage boys playing mobile games together. There were people of all colors — black, white, brown; of many ethnicities — Caucasian, Hispanic, African American, Indian, Asian; of all ages. Heck, there were even the “regulars” — a little person couple (a multi-racial little couple, I might add).
Entranced? I was perplexed. I found myself trying to figure out… why are all these people here? How could this happen? How is that we have all these very different people in a cramped little Starbucks, paying a premium for a cup of coffee when there’s a McDonald’s 50 feet away? How could this demographic mix coexist in this space, especially exist in a racially tense town like Atlanta? What exactly do these people have in common?
Some hypothesis about what might have brought them together that day:
· Demographically, I’ll admit, these people had affluence, or access to affluence. Oh, and they live, work or play nearby.
· Rationally, these consumers needed a place where they could get coffee — coffee they like. They also might have sought out the service, more often than not delivered with a smile.
· Emotionally? I couldn’t help but think that here’s where the environment made huge strides. Emotionally, Starbucks is giving these consumers:
- a place where they feel they belong.
2. a safe place to have conversations — from the trivial to the deep.
3. the choice to partake in those conversations and the choice of whom to have those conversations with.
Sure, there are parts of the #RaceTogether campaign that carry tension; parts of its execution that can be pulled apart and scrutinized; parts of its intent that can be questioned. But one area where Mr. Schultz and Mr. duBrowa hit the nail on the head? Understanding the differentiators — the emotional needs consumers achieve when visiting a Starbucks.
Imagine these same people three years later in the same Starbucks, where #RaceTogether is inscribed on their latte and both the consumer — and the barista — have the choice as to whether they want to enter into a dialogue about race. What’s changed? On top of the rational and emotional needs — the reasons consumers choose to patronize a Starbucks — what has shifted by the addition of the words “#RaceTogether” on a cup of Joe?
Awareness for one. #RaceTogether can be — at a minimum, a reminder of the racial tension that exists in this country, whether we choose to talk about it or not. So maybe a moment, a pause, and a specific chance to choose (or not choose) to partake in the conversation that wasn’t that top of mind a moment before.
Ok, so now that the choice to talk about it is staring you down — how do you make your choice? Well, that depends on who you are, what you’re doing, who you’re with, and who is at the other side of the Barista bar. For one camp, your combination of factors may result in fear — fear to have a conversation. For some, the gut-level aversion to having the conversation might be discomfort and unease — this is something they don’t talk to anyone about, why would they talk to the barista? For yet a third camp, you might just be too stressed, there’s just no time, and this isn’t — at this moment — the priority. And yet for another camp, maybe, just maybe… the circumstances will allow them to be brave, to take on the conversation, to be open, to use their ears, hearts, and minds not to solve the challenge of race, but to converse about it more openly than ever before.
Regardless of which camp you fall into, of who you are or where you come from, you still have:
- a place where you can get coffee — coffee you like.
2. service with a smile.
3. a place where you feel like you belong.
4. a safe place to have conversations — from the trivial to the deep.
5. the choice to partake in those conversations and who to have those conversations with.
Mr. Schulltz? Mr duBrowa? The honor is mine.
Respectfully,
Lori Pearlman
Lori Pearlman is The Illustrator, Thinker of Big Thoughts for Insight Safari. While we love her dearly and the work she does for our company, the views written herein are those of her as an independent human being and do not necessarily reflect those of our company. Well, because our company has diverse views, so we don’t want to pin those views on anyone.
— The Insight Safari Team (http://www.insight-safari.com)
