NEW YORK — Starbucks CEO Howard Schultz on Wednesday defended the company’s new “Race Together” campaign that has been criticized for being naive and even using racial tensions to boost its bottom line.
The chain, best known for its Frappuccinos, will have U.S. workers write “Race Together” on cups. Starbucks also plans to start publishing “conversation guides” on the topic, with questions like “How have your racial views evolved from those of your parents?”
During its annual meeting in Seattle, Schultz said the company is trying to use its massive reach for good: “Some in the media will criticize Starbucks for having a political agenda. Our intentions are pure.”
The campaign is the latest example of a big company trying to tie its brands to big social issues. But it also illustrates how such efforts can fall flat if people don’t see a clear correlation between the cause and the company’s products.
