Why Did #RaceTogether Finish Last?

Newspapers, magazines and even TV news segments have honed in on recent tragedies that stung with racial inequality. These happenings have quickly ignited heated conversations – and even riots – nationwide. 

Starbucks tried to monitor and encourage interpersonal communications with Race Together, an initiative started by the coffee giant and USA Today. A free USA TODAY newspaper section was distributed in Starbucks stores to mark the official kick-off of the campaign. 

The year-long effort was designed to “stimulate conversation, compassion and positive action regarding race in America,” according to a company press release. “The title of the publication mirrors the words Starbucks baristas have been voluntarily writing on cups this week in support of diversity and dialog.”

However, criticism quickly spread across social media and in various media outlets. Some said a coffee shop wasn’t the place to discuss race. Others disagreed, but said the execution was off. The editors from RTP share their thoughts below: 

Debbie Hauss, Editor-in-Chief: It appears to me that it was a misguided attempt at a sincere initiative on the part of Starbucks. I tend to agree with this quote from the MSN.com article: “Ninette Musili, a junior bio-molecular science major at the University of Michigan, said the campaign seemed to her like an insincere publicity stunt that wasn’t executed properly.” I think having baristas write on the cups just comes across wrong. As many critics have stated, there are a lot of other ways to appropriately discuss sensitive topics such as race relations. Starbucks just missed the mark on this one.  I do not think this will permanently damage the brand. 

Alicia Fiorletta, Senior Editor: John Oliver did a really funny bit on his show, “Last Week Tonight” about this topic. Starbucks has always positioned itself as a company that focuses on strong social and political issues. Overall, it has been successful in its ventures, but in this case, I think it was a little abrasive. Is it a timely conversation we should be having? Absolutely. But some people just can’t have a conversation this heavy as they’re waiting for their morning latte before their hour-long commute. If this was rolled out as an educational, multichannel campaign, and used subtle signage and provided leaflets to share more about the goals of the initiative and the inspiration behind it. 

Rob Fee, Managing Editor: I actually admire a company that shows it is willing to tackle difficult social issues. The attention that this particular initiative drew is a big reason why so few are willing to engage in difficult discussions. Was Starbucks’ execution perfect? Far from it, but I give them credit for trying. Racial equality is something we should all be talking about, and if you ask me, Starbucks is a perfectly fine for those discussions to take place. Frankly, I believe many overreacted to this program. Writing on a cup doesn’t force customers to engage on race discussions with their barista. If anything, I have more sympathy for the employees placed into a situation that may have made them uncomfortable. The brand will be fine, and I hope this backlash doesn’t discourage it from acting with a conscious in the future.

Kim Zimmermann, Senior Managing Editor: I think in theory it was a good idea. I don’t agree with some commentators that the coffee shop is no place for this discussion. It’s exactly the place for the discussion, but should be a forum that is held a specified time so that people can choose to participate. The discussion should be facilitated by experts, not something randomly scribbled on a coffee cup.

Glenn Taylor, Associate Editor: I think it would have made more sense to pair the campaign hashtag with an in-store stand or something visual spread throughout the store. The cup just comes off too forced, and may imply that all employees/customers are obligated to react a certain way upon receiving their coffee. As far as the brand goes, I don’t seriously think perception will be that much of a problem for them. They’re continuing to expand furiously across the globe and their product/environment has already sold itself. 

Brian Anderson, Associate Editor: From what I understand of the situation, Starbucks had good intentions. However, I feel that it is not the c-level executive’s place to ask his employees to have race discussions in a high-traffic, high-speed location like a coffee shop (especially if the customers haven’t had their cup of coffee yet). I agree with Kim that there were other options that could have been considered, and might have resonated well among the community. But in the end, it’s hard to have these kinds of expectations for employees and expect the work environment to remain moderately healthy.