Starbucks has aligned with Millennials’ desire for brands with strong social ethics in past marketing campaigns, but they may have missed the mark with their new “Race Together” initiative. Starbucks baristas across the nation are being encouraged to write “Race Together” on customers’ cups, hoping the gesture will spark up conversations around race relations. The campaign is facing harsh criticism, with some saying that race is too sensitive and complex an issue to be discussed quickly over a Frappaccino, and others observing that the campaign puts an unfair amount of pressure, and potentially conflict, on young Starbucks workers. (NPR)
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