A PR Look at Starbucks’ Environmental Impact

20 02 2008

Pictured above: A Starbucks sleeve you get with your coffee so you don’t burn your fingers. It’s not just a “CAUTION: VERY HOT” warning though, it serves as PR for their social responsibility program:

“Starbucks is committed to increasing the amount of recycling in all our company-operated stores, but it comes with certain challenges. For one, we don’t oversee waste management in all of our company-operated stores and must rely on our various landlords to place a high priority on recycling, as well as track their efforts. In addition, some of our stores are located in communities where commercial recycling facilities are not available. Nevertheless, we strive to increase the number of company-operated stores that participate in a recycling program.”

When I received this sleeve on my usual grande, 1%, no-whip mocha, I noticed two interesting, “errors in judgement,” as I like to categorize them:

There is no recycle symbol on the sleeve

It says, “For single use only.”

The recycling symbol omission and “for single use only” statement seem to contradict everything else that Starbucks claims regarding their environmental policies and programs. All of us PR practitioners, current and aspiring, know the importance of effective message placement. The recycling symbol universally lets the public know the material they hold in their hand can be recycled. This sleeve gives the impression that we are not to recycle it, just throw it out with the rest of the trash?

Which brings me to my next point: I have been in various Starbucks stores- most frequently: the University of Oregon campus location in Eugene and various locations in Portland, Ore., none of which have any sort of recycling program implemented. I know recycling is a high priority in Eugene and Portland alike, and I also know that commercial recycling facilities are available in both areas. Each store has an ample garbage can to fit all the paper cups and post-consumer fiber sleeves, but no recycling bins.

I propose that Starbucks revamp their social responsibility PR program. Recycling should be a more important aspect of the Starbucks corporation and an effective PR plan to implement this would be a challenge Starbucks could successfully face head-on.

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Date : 20 February 2008
Tags : recycle.jpgrecycle.jpg
Categories : Uncategorized

2 responses to “A PR Look at Starbucks’ Environmental Impact”

9 03 2008: lalkire (16:43:08) :

I think this is so interesting! I am very into recycling since I was brought up doing it. I always think about the fact that Starbucks does not have recycling bins in their cafes even though they pride themselves in being earth friendly. It is similar to want you are pointing out in this post. Starbucks is weird.
11 03 2008: prgroove (21:30:38) :

Kristina, it seems as though Starbucks is all about enhancing its image these days. I had no idea that the company has taken steps to become “environmentally friendly.” Its evening shut down to “re-train” its employees a couple weeks ago affected many caffeine-deprived customers. Have you read about the Starbucks barista who has offered to donate an organ to one of her customers? What interesting things we are learning about the company.

Real World PR