Starbucks’ Boycott Boomerangs After Announcing They’ll Hire 10,000 Refugees

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When President Trump announced his administration was working on an illegal-immigrant executive order, Starbucks publicly pushed back with saying it would employ 10,000 refugees—they’ve since taken a popularity cut.

[Video: courtesy of Newsy]

In a statement, Starbucks CEO Howard Schultz said, “Let me begin with the news that is immediately in front of us: we have all been witness to the confusion, surprise and opposition to the Executive Order President Trump issued on Friday—effectively banning people from several predominantly Muslim countries from entering the United States (including refugees fleeing wars…). There are more than 65-million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years in the 75 countries around the world where Starbucks does business.”

Yahoo Finance weighed in with their assessment: “The coffee giant’s consumer-perception levels have fallen by two-thirds since late January—according to YouGov BrandIndex. The perception tracker measures if respondents have ‘heard anything about the brand in the last two weeks (through advertising, news or word of mouth) was it positive or negative.’ In Starbucks’ case, perception is still overall positive but significantly lower than it was prior to CEO Howard Schultz publishing a public letter outlining the company’s plans to give refugees jobs.”

Starbucks’ 2015 effort, “Race Together (entailing baristas and customers examining racism)” was expediently put away. Fortune had the details: “Less than a week after Starbucks announced its ambitious, “Race Together” initiative aimed at stoking dialog about the hot-button issue, the coffee company is ending a key part of the program. As of Sunday, baristas will no longer be writing…“Race Together” (or placing stickers) on cups they hand customers as a signal to start a chat about one of the most polarizing issues in American life—an effort meant as a centerpiece for the broader- and longer-term program but one widely ridiculed on social meeting after it was announced last week.”


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