Starbucks Stands Behind Race Together Campaign Despite Backlash

Starbucks is sticking with an initiative it launched on Monday aimed at sparking discussion about race relations in America even though the effort is being widely criticized in the media and on social networks.

The backlash even caused the brand’s comms leader to quit Twitter early Tuesday.

Starbucks created the campaign “to stimulate conversation, compassion, and action around race in America with the goal of encouraging greater understanding and empathy,” according to an email from Corey duBrowa, SVP of global communications and international public affairs.

Though seemingly well-intentioned, Starbucks bit off more than it could chew with the Race Together initiative, according to some critics in the media, who questioned whether the chain’s employees are qualified or patient enough to have such a sensitive conversation with customers. Others have commented that Starbucks could be trying to capitalize on racial tension in the US.

Despite opposition to the effort, duBrowa, who shut down his Twitter account on Tuesday after being flooded with negative comments, said the brand knew the campaign would be challenging. (Read more from “Starbucks Stands Behind Race Together Campaign Despite Backlash” HERE)

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