Brands, Race, and Corporate Responsibilty

Where’s your “do not cross” line in corporate social responsibility? What taboo will you break to begin a conversation?

Let’s be real: we go to a coffeeshop because it’s familiar, friendly, and part of our community. Perhaps we hope to be welcomed, recognized, and accepted. We all have a voice, and how we choose to raise it will contribute to the conversations around the causes we care most about. Where we choose to have those conversations should be of our own choosing, yet it takes courage to raise uncomfortable issues in places where we are most comfortable.

Are race and diversity the kind of topics that one does not have in polite conversation?

Starbucks is to be commended not only for its courage to start a conversation about diversity in our culture; but also for seeking to inject meaning into its corporate culture—a purpose around which its Partners (Starbucks’ own term for its employees) can rally.

When Gallup reports that only 30% of employees are engaged at work, it’s clear that not every employee will share the same affinity for the causes that leadership support.

Some will not care at all. Some will care more.

One of the key takeaways in the Gallup report was communications focused: “Too few “brand ambassadors” – According to the report, “Only 41% of employees felt that they know what their company stands for and what makes its brand different from its competitors’ brands.” As always, such findings point to the need for more and clearer communication from senior management to all organizational levels.” (Forbes)

Clearer communication, yes; and perhaps a choice of words that may be more conversational for customers. #BLM quickly became a polarizing hashtag that diluted the call for change after peaceful protests turned to riots. Would #diversitymatters have been a more thoughtful choice of words?

Too often, senior management may tell employees what causes should matter most to them. You can’t simply communicate what matters. Your leadership, character values, and culture must demonstrate what matters.

It’s challenging to weave purpose with profit, while not exploiting the people who are a key part of your organization and the people you consider your customers.

Is the coffee shop is a place for conversation or a forum for activism? Starbucks can’t force their customers to talk about it (one of my colleagues, a young man with extensive experience in inner city ministry, commented,

While Starbucks trains their partners to be able to discuss race, their role may simply be as a catalyst. At least they’re starting the conversation, and raising their voice.

What conversation would you like to start? What line would you be willing to cross in order to become a catalyst for change?

What will it take for you be courageous?