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Starbucks: The PR Tactics in Inclusivity

Published on March 26, 2021, at 5:19 p.m.  
by Rachel Fuller.

Inclusivity is a buzz word that has become a staple in effective public relations practices. It isn’t just about including the most people possible, but rather making those publics feel valued and understood. One company in particular is buzzing with inclusivity: Starbucks. The spearhead of coffee culture, Starbucks sets an example for many similar food service organizations. However, even as a company that spends so much time in the limelight, Starbucks hasn’t been perfect in its diversity, equity and inclusion efforts.

In April 2018, two Black men were arrested while seated in a Starbucks in Philadelphia, Pennsylvania, waiting for a third friend to meet them. They were charged with trespassing, as they had not made a purchase from the coffeehouse yet. This event sparked outrage on social media, with many Twitter users watching the video and shaming Starbucks for racial discrimination.

Starbucks closed all of its U.S. stores on May 29, 2018, to conduct racial-bias training with its employees. The company received backlash for insinuating that systematic racism in the U.S. could be solved in a single afternoon. Starbucks was taught a difficult lesson: Things can’t always be fixed overnight.

Improvements in diversity, equity and inclusion take many forms. Starbucks recently, by popular demand, added the option of oat milk to its menu to offer a dairy-free choice for customers with special nutritional needs.

Photo by quan le on Unsplash

The coffeehouse also recently made significant steps to improve inclusivity efforts for visually impaired customers. Beginning on March 15, 2021, customers have access to the app Aira. This popular app offers virtual assistance to Starbucks customers who are blind or visually impaired to improve their ordering experience. Additionally, starting this summer, Braille and large-print menus will be available in Starbucks stores in the U.S. and Canada.

Holly Lollar, president of The Lollar Group, said one of the most important practices in PR is proactiveness.

“Companies should not wait until a client, customer or employee questions what you’re doing regarding diversity and inclusion efforts. Businesses need to have structured programs in place because it’s the right thing and not wait until something negative happens to implement a plan,” Lollar advised.

Shannon Fern, chief strategy officer at Communications Strategy Group, stressed the importance of inclusivity as a best practice in PR, not just a “one-and-done” tactic.

Fern explained, “Consumers will see right through brands that approach inclusivity as a ‘PR move’ versus a shift in organizational philosophy. However, the brands that take inclusivity seriously and think through how they can make a difference at every level of their organizations are the brands that are going to be more relevant to today’s consumers, who are going to connect with target audiences more authentically and who are organically going to boost their reputations.”

When a company wants to improve its inclusivity efforts, it’s important to seek counsel from professionals who specialize in diversity, equity and inclusion. This counsel is especially important when the company might not necessarily relate personally to the topics discussed. Fern explained, “Diversity of perspective is necessary to ensure inclusivity is achieved. Whether brands hire more diverse teams, conduct consumer research or bring in experts from different backgrounds, it is vital that organizations tap diverse perspectives to build an inclusivity strategy.”

Photo by Bruno Cervera from Pexels

Lollar recommended that when implementing a new inclusivity program, a company must make sure that there is representation for whichever group is being targeted. She said, “There’s so many important conversations that need to be had, but they need to be had in the right way by the right people.”

Transparency is crucial to a successful relationship with key publics. Starbucks exhibits transparency through its equity and inclusion timeline posted on its website. The timeline marks key events and programs Starbucks has implemented to improve its DEI efforts. By showing a depiction of its journey in DEI, Starbucks shows its customers what mistakes it’s made in the past and what is being done to rectify them.

Inclusivity not only reflects best practices in public relations, but also reflects best practices in life. While Starbucks is not perfect, its journey to effective inclusivity is notably progressing. Because brand visibility is multiplied exponentially by social media and the internet, it’s important to take into consideration not simply what makes an organization inclusive, but how it actively strives for inclusivity in every aspect of its operations.

“Brands need to practice inclusivity at all levels of the organization — from their hiring practices, to their product development and positioning, to their customer experience,” Fern suggested.

Diversity, equity and inclusion may be coined “buzz words,” but they pack a punch. In order to maintain its reputation, an organization must interact with its publics not just for profit, but to form a lasting relationship built on trust and respect.

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