Starbucks were loud critics of President Trump’s temporary hold on immigration from seven terror nations. At the end of January, they responded to the President’s hold by pledging to hire 10,000 Muslim refugees over five years in protest Breitbart reported.
They’re going to give them jobs as baristas, not all that desirable, but we do have unemployed Americans.
We a long history of hiring young people looking for opportunities and a pathway to a new life around the world. This is why we are doubling down on this commitment by working with our equity market employees as well as joint venture and licensed market partners in a concerted effort to welcome and seek opportunities for those fleeing war, violence, persecution and discrimination. There are more than 65 million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years in the 75 countries around the world where Starbucks does business.
Since the January announcement, their brand name has fallen by two-thirds, according to a YouGov survey, as reported by Yahoo Finance. Roughly 50% disagree with the CEO’s leftist political opinions, which is not good for their future.
The perception tracker measures if respondents have “heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative.” In Starbucks’ case, perception is still overall positive, but significantly lower than it was prior to CEO Howard Schultz published a public letter outlining the company’s plans to give refugees jobs.
People who would spend money on Starbucks went from 30% of respondents to 24%.
There is also a #BoycottStarbucks movement on Twitter.
In Spain, there was a sticker protest with people putting up Starburka stickers on their stores.
It hasn’t affected them on the stock exchange yet though it dipped to its lowest point in three months after the announcement was made though that didn’t last.
Social media lit up with complaints about veterans not being hired in lieu of refugees. That led the company to issue a second statement to explain to America’s military veterans that the company doesn’t hate them.
In 2015, Starbucks had no choice but to abandon its “Race Together” campaign aimed at being “a catalyst for a larger conversation on race” relations in the United States. It ticked off a lot of people who don’t want politics in their coffee, they just want their coffee on the way to their stressful lives.