First thing in the morning?
Sigh.
Starbucks is going to try to tackle the issue of race in America, with barristas at 12,000 locations nationally trying to spark the conversation by writing the words, "Race Together," on coffee cups. Additionally, a USA Today supplement co-authored by Starbucks, will appear in print editions beginning Friday, March 20.
"Racial diversity is the story of America, our triumphs as well as our faults," says an opening letter in USA Today that is authored by the heads of both companies. "Yet racial inequality is not a topic we readily discuss. It's time to start."
Now, that is where I draw the line. Look, I can roll with some lattes with the best of 'em, but talking about race -- BEFORE I get my coffee -- is looking for a fight where I'm from. Chile, anything might come out of my mouth first thing in the a.m.
With no coffee, HELLO!!
Listen. I'm not so sure I want the barrista to ask me about race when they are serving coffee.
I mean, are they gonna say: Black coffee, no sugar, no cream? Would you like some half-half with that?
Do you want some affirmative action or respectability politics along with your Mocha Latte?
What, Starbucks, what?
Starbucks gets an A for effort, but execution?
I really do give Starbucks credit, I really do. We in this country as a whole do not talk about race. But this ish right here looks like it was cooked up in some boardroom somewhere. And folks are going to give the side eye to that.
Full disclosure: The parent company that once owned USA Today was my former employer. Starbucks is the first company I know of actually trying to confront this topic head on. They get an A for effort.
But execution, tho?
How long is this convo gone take -- 2 minutes to brew up my favorite cup?
We won't get ANYWHERE in that time.
This could be an ultimate, big fat #fail. I do not expect this with my cup o' joe. I'm in and out. No talking about politics, race, 'isms or any of the "heavy" stuff first thing. I just wanna grab my ish and get to work or school and get my day started.
I don't think folks are going to say ANYTHING. Just get their caffeine fix and leave.
A HOT Mess on Social Media?
Starbucks didn't get to where it is now without taking some chances. Race is the 500-pound elephant in the living room. I deal with it every day -- indirectly or directly. We all do. This ain't no kumbuya discussion.
Though I do give Starbucks CEO Howard Schultz credit for tacking the issue -- and encouraging his employers and customers to discuss race -- as the first step to confronting and solving our racial issues. He's also hoping other companies will do the same.
"If a customer asks you what this is, try to engage in a discussion that we have problems in this country in regards to race," he said. And we believe that we are better than this, and we believe our country is better than this."
This is a big change.
Just be prepared, Starbucks. The whole thing could go south very quickly -- especially on social media. The USA Today supplement will include "conversation starters," including one fill-in-the-blank question that asks: "In the past year, I have been to the home of someone of a different race ___ times."
It also encourages readers to tweet responses to questions at #RaceTogether such as: How have your racial views evolved from those of your parents?
And this is where it can go all bad - quickly. Black Twitter will be here for all of this I just know they are going to slay this.
Starbucks does more than talk
This is not lip service, apparently; the coffee giant will also talk about race as a key topic at the company's annual meeting this week. And the company has met with nearly 2,000 employees in forums about racial topics in Oakland; St. Louis, Los Angeles, NYC, Chicago and Seattle.
Schultz is right about one thing: We do not talk about it. We cover it up. We disagree and fume in private.
I'm just not sure that talking about it while getting my caffeine fix is the best way to tackle it.
No comments:
Post a Comment