The Starbucks corporate social responsibility have been a significant in keeping the brand in high regards of consumers and its image internationally. The countries from where company sources coffee: North America, South America, Africa.
There the life of the farmers and workers have been improved. Cultivation international has recognized Starbucks for ethically sourcing 99% of the coffee making the brand largest coffee retailer in world but brand goal is to reach 100% ethically sourcing.
The brand is committed to work with thousands of coffee farmers to increase the production of the coffee which in return will improve farmers lives, by such creating opportunities for the communities. Environmental commitment is not left out and it is a priority for the brand to improve and take care of it for the sake of planet and people.
The most significant that such CSR initiative, the brand believes that human beings have the power to learn from their mistakes and make a difference around the world and even on the individual level.
Starbucks is strong brand and according to (Trefis team) 2020 total revenues have increased from $22.4 billion in 2017 to $26.5 billion in 2019. Further, Trefis estimates Starbucks’ revenues to improve by 6.3% to $28.2 billion in 2020.
If I was the head of CSR initiative/programme for Starbucks I would focus on making the connection/relationship between coffee farmers and brand making much stronger and bring them closer.
In video its show to customers what brand CSR is but farmer e.g Congo, Africa does not. All they see a transactional relationship with Starbucks. They are still developing nation. Instead of this transactional relationship, i would make organization of the coffee farmers from countries where coffee is sourced and on early basis fly them out to the locations of the brand and show them the importance of the coffee they grow and their significance of their effort and then customers, employees of Starbucks interacting with these farmers would create a much stronger bond.
So, brand, source, consumer and employee all come together and appreciate their effort and services, with such step I believe that a brand won’t fail at all in a business.
Opening support centers in countries from where coffee is sourced for the communities, improvement and for the educational awareness improvement of the farmers so their children do not necessarily become farmers but become responsible educated members of the society of their own country and help their country fellow persons.
Such initiative would make a Starbucks more of a force then only just a brand. If government of that country see brand efforts, Starbucks would play an essential role in policy making with the government for further improvement of the farmers, improvement of communities by bringing corporate experience, agriculture sector improvement of that country. Playing a bigger role rather than just a coffee company serving coffee only.
