Business, Politics and Grassroots

#RaceTogether RIP

One week after uniting America in laughter, Starbucks shut down its #RaceTogether effort.

The coffee giant’s white CEO thought it would be a good idea for its busy baristas to slow up the lines to “start a conversation” about race relations in America.

“Start a conversation”?

How tone deaf can you be? Dr. Martin Luther King Jr. was shot dead, protesters were sprayed with fire hoses, and churches were firebombed – but thank goodness Starbucks is here to finally “start the conversation,” right? As silly as the concept is, it’s also amazingly arrogant.

And the poor Starbucks employees were right in the crosshairs on this. Imagine being a 17-year-old, suburban, white barista trying to “start a conversation” with a 60-year-old black man, who might have had to deal with segregation, busing, intolerance, and prejudice. The normally inane Gawker had a pretty accurate postmortem upon finding the internal memo preparing Starbucks staff for the campaign:

Not only, if you are a Starbucks employee, must you make coffee all day with the efficiency of a machine while dealing with entitled dickhead customers. You must also—at least this week—watch a video of your CEO talking about race, print out a USA Today ad, hand out stickers, then remove the original ad and replace it with a special insert. All so that you can “help foster empathy and common understanding in the country” as “the country faces ongoing racial tension.”

If you’re lucky, you make $9 an hour. Sounds great.

The worst part about Starbucks’s campaign was the complete ignorance of what the customer wanted. As JC Penney has found, trying to change your customers’ preferences is usually a bad idea. No one like getting told what to thing – especially by someone you’re paying to feed you caffeine.

Starbucks may have had their heart in the right place, but someone really should have stood up to CEO Howard Schultz and told him this was ticketed for disaster.

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