Starbucks is one of the best-known companies and brands in the world. The success of Starbucks in the global market is not just, or even mainly, about the popularity of the coffees, teas, and snacks it serves to guests. Customers want to know where companies like Starbucks stand on social and political issues too. They’re eager to engage with the business values and cultural strategy of the company, in order to distinguish the choice for Starbucks over any of its many other competitors they could patronize for a drink or a pastry instead.
Corporate social responsibility (CSR) is a prominent strategic consideration for many companies. Authentic and convincing expression of CSR values can gain the attention and appreciation of consumers, competitors, and stakeholders. For a broad overview on the importance of inspiring this engagement for organizations seeking to use their interest in activism or social justice issues, check out this post on CSR tips for compliance programs.