What is Race Together? It’s an initiative by Starbucks start to start a dialogue about race. Every national level conversation is really millions of people in their homes, their workplaces, over a cup of coffee or tea, over lunch or dinner, or any number of circumstances, just talking. That’s it. Just talking.
Here’s my thoughts and opinions on the “Race Together” campaign:
It’s always easier to make snide commentary about a slogan than mindful and thoughtful discussion. I never envisioned the near-comedy scene of a barista and a customer having a conversation like this:
- Customer: I’d like a tall extra hot toffee nut latte.
- Barista: Great. That’s $5.40. Would you like talk about why people of color are incarcerated at disparately high rates?
- Customer: Sure. Are they arrested at higher rates? Are they less likely able to post bail due to poverty? We have to look at the role of poverty in this equation, and the answer is likely complex and multi-faceted. And while you’re at it. I need to reload my Starbucks card. I’ll put $24.99 on my card. Thank you.
- Barista: Here’s your drink.
That’s NOT what I envisioned. Some the media and social media responses to Race Together describe unrealistic moments as mentioned above. I don’t see that conversation ever happening at the register (unless the barista and the customer are really comfortable talking and it’s dead slow in the store…).
I personally had thought about Race Together in the context of sparking conversation. It’s part of the fuel that could be sparking conversations among customers, among partners, but not during the 30 seconds at the register.
The campaign itself gets people talking. People already ARE talking about race. It has ignited a conversation.
On Thursday (the 19th) first thing in the morning, I struck up a conversation with a co-worker about the annual meeting. This particular person is a person of color, and someone whom I’ve worked with for years. I feel really lucky to work with her! We had lots to talk about. She was jealous that I got to hear Jennifer Hudson sing, and she’s a huge fan of Common! My friend at work is a professional. She is a licensed MSW social worker. We drifted into the conversation of ‘What does white privilege mean?’, directly sparked by the Race Together conversation.
I have numerous clients who are incarcerated in the county jail. When a person goes into the county jail (I mean, obviously, walking into the front door for some reason, and not the route via handcuffs and a police car), he or she walks through a metal detector (shoes have to come off), puts belongings through an x-ray machine, and there a lot of rules about what can and can’t come into the jail. One rule is that cell phones are not permitted in the King County jail. There are limited exceptions to the cell phone rules for attorneys and certain professionals who have pre-signed an cell phone rule form at the jail. It’s a mini version of airport security. You may even have to take off your belt.
So, as my briefcase goes through the x-ray machine, sometimes there’s a momentary delay when the King County Marshal says, “Hey you can’t have a phone in the jail.” I always reply, “I’m an attorney. I’m on the cell phone list.” After that, I get waved through. Nobody questions a middle-aged white woman carrying a briefcase. My friend the social worker, who is actually from India, has been asked, “Are you here to see a family member?” when questioned by marshals. I have never been asked, “Are you here to see a family member?” My point is that are implicit biases sneak up on us in unconscious ways. It can’t hurt to spark a little conversation about it.
And this is a conversation that is relevant to Starbucks, a corporation with an incredibly diverse customer base. In fact, I saw something this week that made me think, ‘Would this have played out the same way had the person had been a middle-aged white person, and not a person of color?’ Many mornings, on my way into work, I stop at a Starbucks in the retail core and grab a coffee or something to eat. This particular morning, I walked into a Starbucks and plopped into a comfy chair. I slouched over, into my phone, determined to make an excellent Instagram status update before getting in the line. My head was down, and into my phone, which I hate to admit, is common for me. As I worked on the Instagram, thinking about the right hashtags and such, I noticed two police officers standing six inches away from me. I recognize Seattle PD blue uniforms. This made me look up. The two police officers were facing away from me, nudging a person of color, sound asleep, in the comfy chair directly across from me. An African American man was slouched over, sleeping. As the gentleman awoke, I saw that he was wearing a suit. He still had his tie on. He had a soft-sided briefcase near his shiny, nice shoes. He apologized profusely. He was clearly embarrassed to have dozed off at a Starbucks. I heard him mumble, “I’ve been working for days…” He quickly left, obviously embarrassed about what just transpired. And I had to at least think about, ‘If it had been a white person dozing off in a chair, would it have been more likely that someone would’ve just nudged him on the shoulder first before calling the Seattle Police Department?’
We’re not being truthful if we just say, ‘I’m colorblind’ in regards to a race discussion. We have little hidden biases that inform our actions and decisions, whether or not we can admit this.
People are framing this Race Together as a “lecture” or conversation in the midst of a 30 second register transaction. That is never how this was thought to be, from what I know. It’s a discussion. Just a dialogue. A voluntary dialogue at that. I’m a little disappointed to see the mockery and anger over what represents just an attempt to start conversation: which might be between you and your friends while sitting in a Starbucks, not necessarily between you and the register barista. I guess it’s much easier to mock and be angry than to empathetic, mindful, and deliberative.
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It’s definitely a conversation that needs to be happening, but as for people “framing this Race Together as a “lecture” or conversation in the midst of a 30 second register transaction” doesn’t that fall on Starbucks? If they meant something other than a quick talk they should have said so. When they say your barista will initiate a conversation about race then that’s going to make people think of the 30 seconds they talk to a barista at the cash register. Where/when else would that conversation happen?
Race seems to me to be way too complicated and important to reduce it to slogans on a cup or a quick conversation with a stranger. Starbucks heart is in the right place but I fear the execution of this is very problematic.
I for one very much like this initiative that Starbucks is engaging in throughout the US. I wish they did it in Canada as well.
Howard is completely out of touch with what is appropriate discussion between the customer and the barista. This shows very poor business sense and a BOD that is also out of touch.
We are talking about a very complex, emotional, and delicate subject here, discrimination and profiling. There is too much of chance that the short interchange at the bar will not be productive and even alienating.
Too bad most Starbucks are no longer a “third place” where people regularly gather to enjoy coffee and conversation. Starbucks has remodeled most stores to foster fast in and out and the people who want to sponge off the free WiFi.
There was a time when it was not uncommon for a Barista to sign out for a break and come and spend their 10 sitting with us (BTW, “my” group had a mix of ethnicities, political views, and gender). There was a lot of learning going both ways. Sadly no more. Howard needs to look at what he has done, chasing a fickle generation while chasing out his consistent base and discouraging his most valuable and experience employees. Howard needs to #Listen.
I have mixed feelings about this. I think an open conversation about race is needed in this country, but I also think it’s a difficult subject for many to talk about. First of all, it makes a lot of people uncomfortable. If it’s a stranger bringing up the topic, it could be off-putting for the customer. It’s also hard for many people to discuss because they honestly don’t think it’s an issue that needs discussing. I’d like to see more people discuss race (and other equity issues), but I’m not sure this is the right way to go about it.
Hi Melody,
Your post today was the most thoughtful commentary on the campaign I have read. Clearly, it is not a topic most businesses would consider touching as one golden rule is to avoid controversy. Mr. Schultz has always been, and continues to be, a leader. As a leader, the decisions you make are not going to get everyone to agree with, and in some cases, there will be very negative reactions. Having benefited from Mr. Schultz’s leadership for many years, I believe his intentions are good, as they have been from day one. I disagree with those who find fault and very much applaud your perspective. Enjoy your Starbucks blog and enthusiasm for the company.
Yale Bock, CFA
President, Y H & C Investments
@Yale Bock – Thank you!
@DadCooks – I don’t think for a minute that this about pressuring a barista into a race relations conversation, nor should it be.
Starbucks needs to stay out of this. I am a gay white male with a black partner and we have an Asian roommate so we have no issues here
If I had Howard Schultz’s ear, I would ask why he wants to discuss race, while Starbucks has done a pretty good job of ignoring African American and Hispanic neighborhoods here in Chicago, and suburbs with a majority minority population? I really can’t speak for other cities, but Starbucks has always ignored those communities here. I can understand not setting up stores in poorer neighborhoods, because Starbucks could be considered unaffordable. But what about working class minority neighborhoods? Recently it was stated in the media, that there was some relationship between having a Starbucks in your neighborhood and increases in a home worth. So what has Starbucks and Howard Schultz done to give these minority neighborhoods a much needed shot in the arm, most importantly creating jobs? If Starbucks wants to discuss race, Howard better be ready to accept that the company may be disrespectful to those of color.
Thumbs up in agreement with @Chgo.
This shows the hypocrisy of Howard and his Board and also many others who are “do as I say, not as I do types”.
A company should be known for it good works, not for its marketing campaigns. Let your customers proclaim your good works, not your press releases.
I guess this “campaign” has at least brought people together against something!
What a self inflicted tortured little existance some of you people live in. “Oh what if I were this color doing this thing that I’m doing in my routine day. Maybe this would happen, maybe that would happen. Maybe I should feel this way, maybe I should feel that way.” Give it a rest. I go through life every day as someone who isn’t white and I dont think about this garbage for a moment, and Im supposedly a ‘victim’. I mean who goes through life like this? Unsuccessful people. I personally dont tend to care too much what anybody thinks in daily interactions, because I dont know them and it doesnt matter. Im not a freakin group to be pitied Im a person, an individual and Im looking out for myself every day. Not worrying about each persons internal thoughts.
Great post Starbucks Melody! I applaud SB for @ least trying to initiate a conversation about race relations in our communities. I don’t anticipate participating in any of those conversations but it may benefit someone else.
My big experience I’ve had around this whole thing is the self-examination I’ve been prompted to do. It’s hard to be willing to admit I’m wrong or that I could do better, but these are things I should be thinking about, and I’m grateful for the opportunity to learn.
I am do impressed with how well this article is written. So well put into words what I have been feeling. Thank you for this!
Just like that, it’s gone. We’ve gotten word to cancel the whole shebang. Thank the Siren.
@Kristen – I’ve heard some very mixed things. I’m actually a little confused. There’s a Reddit thread which really seems to say what you’re saying: Starbucks has ended it –
http://www.reddit.com/r/starbucks/comments/2zu809/race_together_is_officially_cancelled/
but in terms of what I’ve been able to find out officially, it doesn’t sound like Race Together is cancelled.
It does not appear to be officially canceled. USA Today has material/post still on its front page about it.
And kudos to Melody for good writing on a difficult subject!
A lot of stores have gotten calls from DM’s about today being the last day. Good riddance. As if some days aren’t bad enough, throw in all the old white racists that have come in to give me a piece of their mind about this “campaign”.
I guess at least I know who to avoid.
Kristen – I believe you. I really do. I’ve gotten tweets telling me the same: It’s over. I spoke with an SSC partner in media relations yesterday (Saturday) and I couldn’t get an official statement that Race Together is over. All I got was that the first phase of Race Together campaign is ending, as scheduled on the 22nd. It’s 6:17 AM on the 22nd and I’m sitting in the Leschi Starbucks & I don’t see any cups with Race Together on them. My own experience has been that partners aren’t doing the part where they write Race Together on cups. And I’m sorry about your experiences. What Race Together shouldn’t be is a confrontation with the baristas. It should be an intellectual organic conversation, if it happens with partners but not a confrontation or cross examination.
This should have never been a thing. All it’s done at my store is shown us who the racist customers are and we didn’t even DO anything! It should be organic and Starbucks forcing it on the public like this makes it the exact opposite.
Was disappointed with my local store. Went in the other day ready to see what #racetogehter would be like here in the bible belt area that I live in. Nothing was written on my cup and no one was talking. Period. I know race is a touchy subject but come on people. Don’t be afraid. I didn’t say anything because no hashtag on my cup so I felt like this topic was not to be discussed in this store.
I’ve been unable to get on when I wanted to re: this whole thing. I totally (as usual) agree with @DadC..and @ Chgo. I’ve had many little conversations with quite a few people (partners and otherwise) about this ‘idea’. Everyone I spoke with felt the same: how assuming and elitist for Sbux to even try something like this. I just found it amazing. I was in at a kiosk corp Sbux on Sunday, where I knew most of the partners….this is closest to my Mom’s house so I’ve stopped there often on my way home. It’s a very diverse mall….actually maybe not so ‘diverse’….I’m generally one of the rare Caucasians in the place. In any event, the partner I was talking with about this told me they’d just received word to pull the labels and stop writing “race together” etc. She was thrilled, she said who was H.S. to think he could presume to push something like this ? She’s black, I’m white. We don’t first think of each other in those terms! She’s the very good and friendly partner that I enjoy when I stop there and she seems to enjoy our short conversations over the recent yrs. We don’t think of each other in color.
and my main question, similar to what Chgo was saying is: how many Sbux in Ferguson, MO?
interesting–i had actually never looked at it from this perspective :
http://www.richmond.com/business/learning-center/article_0de08bda-d211-11e4-9ca7-df40ece50007.html
(oh, and yes; DadCooks generally rocks. 🙂
@ja – thank you very much. I enjoyed reading the link you provided.
For the majority of us who are children of the 1950’s (and some of the early 1960’s) there are no hyphenated Americans or hyphenated people of any other country for that matter. Yes, I’ll do a quick prejudge on a person with certain tattoos and certain manners of dress but I will give them a listen to, looking for indications of their character. That’s where I come from, what is your character. Respect is a two way street and so is tolerance.
@Tim S…..You commented about being in the Bible-belt and wondering what this would’ve been like in that area. Ironically, and at the very opposite end of the spectrum, I was in a “northshore” Chicago suburb (which, in case you don’t know the Chicago area means generally wealthy and overall fairly ‘liberal’.) yesterday and I asked how the whole “race……” thing went over in their store and the sm told me: we didn’t do it. She said: we were told it was optional so we didn’t do it. So, I didn’t bother or care why they decided not to do it but I think it’s presumptuous and a bit condescending of anyone to assume or even question “they were afraid”? as you referred to in your “Bible belt” area store.