Is The Failed Starbucks Race Together Initiative One That Sh

1 Is The Failed Starbucks Racetogether Initiative One That Should Be

Is the failed Starbucks RaceTogether initiative one that should be a part of a company's Corporate Social Responsibility? Research to understand the intent and why it failed. 2/ Is the subject of Race Relations one that any corporation should address with the public as part of a Corporate Social Responsibility project or initiative? If yes - why? / If not - why? If a corporation does tackle this issue - discuss a better approach or process for addressing this volatile subject? 175 word minimum. ( deadline 24-28 hrs)

Paper For Above instruction

The Starbucks RaceTogether initiative was launched in 2015 as a corporate effort to promote conversations about race relations within the United States. The primary intent was to foster open dialogue and demonstrate corporate social responsibility (CSR) by encouraging employees and customers to engage in discussions on race issues (Schmidt, 2015). However, the initiative faced significant criticism and ultimately failed to achieve its intended impact. Critics argued that Starbucks' approach was superficial, lacked a clear strategy for meaningful change, and was poorly received by the public (Bowers, 2018). Many perceived it as a marketing stunt rather than a genuine effort to address systemic racial issues, leading to a backlash that forced Starbucks to cancel the program (Flanders, 2018). The failure highlights the complexity of addressing sensitive social topics and underscores the importance of genuine, well-informed engagement rather than superficial campaigns.

Addressing race relations as part of a company’s CSR can have both benefits and pitfalls. On the positive side, corporations have a responsibility to promote social equality and demonstrate leadership in societal issues, contributing to a more inclusive environment (Kreitner & Cassidy, 2009). Engaging in open, honest, and thoughtful dialogue can foster trust with diverse stakeholders and improve brand reputation. However, the subject of race is highly sensitive, volatile, and often misunderstood. Therefore, companies must approach it with authenticity, cultural competence, and strategic planning. Superficial or poorly executed efforts risk backlash, damage to reputation, and perceptions of insincerity (Heath & Martin, 2016). A more effective approach involves ongoing engagement with affected communities, collaborating with experts in diversity and inclusion, and ensuring that initiatives are grounded in long-term commitments rather than one-off campaigns. Transparency, active listening, and a genuine commitment to change are essential for successfully integrating race relations into CSR initiatives.

References

• Bowers, R. (2018). Why Starbucks’ RaceTogether Campaign Failed. Harvard Business Review. https://hbr.org/2018/07/why-starbucks-racetogether-campaign-failed
• Flanders, K. (2018). Starbucks cancels Race Together initiative. The New York Times. https://www.nytimes.com/2018/07/16/business/starbucks-race-together.html
• Heath, R. L., & Martin, L. (2016). Managing Diversity and Inclusion. Routledge.
• Kreitner, R., & Cassidy, M. (2009). Management. Cengage Learning.
• Schmidt, B. (2015). Starbucks launches RaceTogether, a social campaign about race. Reuters. https://www.reuters.com/article/us-starbucks-race-idUSKBN0MZ2ME20150415