Starbucks announced that, beginning Sunday, it will no longer ask employees to write “Race Together” on customers’ cups. But don’t worry, spokesman Jim Olson insists that it’s not a response to the entire world pointing out that this was an incredibly stupid idea to begin with.
I’ll admit to being somewhat befuddled by CEO Howard Schultz’ idea that Starbucks baristas should help start a national conversation about race. I have no doubt Schultz’ heart was in the right place, but I can’t help but wonder if he really thought things through. When I go to a Starbucks- or any coffee shop- I’m looking for caffeine, not conversation. It’s not that I want to be rude to someone who might want to speak with me, but I’m after caffeine. I. NEED. CAFFEINE.
The idea of having a conversation about an emotionally-laden topic like race, while certainly worthwhile, isn’t something I care to contemplate when I’m looking for the magic bullet to clear the fog from my brain.
I believe the desire to want to do something that might spark a conversation is a good thing. I’m just not certain that requiring baristas to participate is the way to go about it. Talking about race is something that requires at least two willing parties, because it’s not the sort of thing one does casually. Writing #RaceTogether on a paper coffee cup is all well and good, but that presumes that the person serving up the coffee and the person receiving it are open to that sort of conversation.
Schultz admitted putting baristas in a tough spot (When you’re standing in a long line waiting for your caffeine fix, do you REALLY want to talk to anyone about anything substantive?). Unfortunately for him, the generalized reaction to his well-meaning if misguided program has been almost universal disdain. The Internet is NOT impressed. One reaction called #RaceTogether as “feel-good Liberalism.” Talking is good in the sense that it can raise awareness, but only action brings real change…unless all you’re really after is the opportunity to feel good about yourself.
If anyone is going to change the world, I can guarantee you it won’t be someone waiting in line to get their caffeine fix. If Howard Schultz wants to change the world, I commend him for his desire…but I’d suggest that a little more planning and concrete action might be a better way to go about it.
Better luck next time, eh?
