How Starbucks wants to be the face of ‘conscious capitalism’

Howard Schultz, the founder and chief executive of Starbucks, wants to start a conversation about race. But even the baristas charged with engaging customers in the company’s controversial #RaceTogether campaign near his childhood home in Canarsie, Brooklyn, aren’t sure that’s a good idea.

 

“You might want to talk about racial issues if you’re Caucasian, but it’s more difficult if you’re African-American,” said one customer, Felicia Green, 25, who, like Schultz, attended Canarsie high school.

 

At a Starbucks in Brooklyn’s Kings Plaza mall, many felt that any such discussion would have to be addressed carefully – if at all. One barista, Michael, said he was concerned that “people won’t be able to take it … they may be offended by the truth”.

 

Read More: How Starbucks wants to be the face of ‘conscious capitalism’ | Business | The Guardian