5 Reasons Starbucks #Race Project was a Bad Idea
People do not want to be told what to talk about
It’s really nice that the people at the headquarters of Starbucks think the rest of us really need to be discussing race, but to be honest, no one wants to be told to talk about race. The news is full of stories about race, and even stories that might not have anything to do with race are often twisted to come across as race related. People do not need some corporate monster telling them that they should be more engaged.
Being a Barista just got more difficult
I can understand if a Barista at Starbucks just naturally felt strong about an issue relating to race and decided they wanted to have a chat with a customer about it, and that customer in some way had intimated that they may be open to the idea, but to have your employees engage customers in this way puts them in a very uncomfortable and quite frankly unenviable position. What is going to happen if an employee does not feel comfortable about this? Do they have the right to refuse to engage people in this manner? Are they going to be pressured by their supervisors to engage customers in a racial manner even if they don’t want to? I can’t imagine there are Starbucks employees out there thinking ‘hey this is exactly what we have been asking for from our bosses for a long time’. This kind of top-down initiative is what is wrong with so many companies out there. I wonder if the higher ups at Starbucks sought the input of their employees before they made this decision. And did they wonder how it would affect their organizational culture?
It takes away from a very important issue
It may appear that America’s biggest unspoken problem, is race. Now I’m not in any way trying to cast aside the fact that America has a serious race problem, but the truth of the matter is that race is not America’s problem. America has a class problem. Class is the issue that needs to be addressed the most. When you have millions of people unable or unwilling to lift themselves out from the gutter, I think that is the bigger problem. When the wealthy –and I have nothing against the wealthy –seem to be so completely disconnected from everyday people; you’re always going to have a divide. That divide has less to do with race than it does class. To focus on race in such a broad manner, makes no sense. We’re in a culture where people are bombarded with junk information, and Starbucks’ little initiative is not going to be able to affect change in a lot of people’s lives. Think about it, some barista giving me his opinion with my cup of Joe in the morning is not going to affect whether I will be able to make my ridiculously high rent next month. Wouldn’t it be great if next time you walk into a Starbucks your barista explained to you why you should focus on becoming debt free rather than take that $3000 trip to Jamaica?
Starbucks overestimates how happy its employees are
I’ve met more disgruntled Starbucks employees than I can count. I think if they’re really serious about affecting change in the world, they should dump all their gimmicks –including Starbucks Date –and focus on their organizational culture. They need to be of better service to the people who work for them. As a mega rich corporation, they have the opportunity to start a grassroots style movement in employee relation. They need to focus on becoming a company people see as part of their future rather than just another stop on their way to a better life.
Nobody likes a bored billionaire
Mr. Shultz needs someone in his circle of trust whom he can run his ideas by before he goes ahead and starts a problem for himself. Bored billionaires are always looking for something to do. I can understand how difficult it must be to figure out your next move after you’ve bought all the things you can buy and vacationed in the trendy places, but more billionaires should behave the way the likes of Bill Gates and Warren Buffet do. Find causes that really matter to you and focus on them. Focus on being of service, and let things like the discussion of race in America take place organically as they tend to.
5 Reasons Starbucks #Race Project was a Bad Idea was originally published on Your Coffee Suite