Starbucks - Beyond Coffee

Yes. Starbucks has frequently used its social media channels to voice their opinions on social issues. Back in 2020, following the Black Lives Matter protests, Starbucks made posts addressing racial injustice. More recently, during 2024's Pride Month in June, Starbucks’ Instagram feed predominantly featured pride content. The company did this by sharing LGBTQ+ employee stories and promoting inclusion. Starbucks has even created a separate Instagram account with the username “starbuckspridecanada” to reinforce its identity as an inclusive brand and build loyalty among socially conscious consumers. Additionally, during the 2020 U.S. election, the company promoted voter registration through Instagram and Twitter, encouraging customers and employees to participate in democracy. 

These references are, for the most part, appropriate for the Starbucks brand. Due to the company's size and stores all around the globe, it is serving a diverse group of people and employing hundreds of thousands globally. By Starbucks publicly addressing inclusion and equity,as well as the right to vote, reinforces the company's values. Consumers are more likely to shop a brand based on shared beliefs (Caruso, 2024).

If I were in charge of the brand's social media activities I would maintain advocacy for inclusion and equity, while emphasizing transparency. During Pride month not only would I continue to highlight employee stories but in addition I would tie it back to corporate policies on LGBTQ+ inclusion. I would continue to emphasize civic engagement especially around elections. Although the 2020 campaign encouraging voter registration was likely effective, for future posts I would go further to remind customers of voting deadlines. In addition I would share employee stories about why voting matters, similar to the LGBTQ+ campaign. Starbucks could leverage Instagram's features and creative interactive polls to see who has voted, or offer Q and A sessions to foster conversation about civic responsibility. This would all be done without endorsing a specific candidate. 

However, while these efforts for the most part have been well received, it is important that Starbucks maintains authenticity in its messaging. If a company makes public statements about equality, but fails to instill that in their own brand, they will quickly get called out. It is key for Starbucks to ensure that public messages align with internal workplace policies and culture.

Starbucks: "Black Lives Matter. We continue to listen to our partners and communities and their desire to stand for justice together. In response to this historic time, our store partners can show support with their own t-shirts, pins and name tags. To learn more, visit the link in our bio.⁣⁣

The Starbucks Black Partner Network has also co-designed t-shirts with this graphic that will soon be sent to 250,000+ store partners."

Starbuckspridecanada: "Today is the day!! We can’t wait to see you. If you haven’t registered yet, head over to the link in our bio to get signed up!"

Starbucks