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Reading: Starbucks’ Plan To Hire 10,000 Refugees Spectacularly Backfires
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B&T > Marketing > Starbucks’ Plan To Hire 10,000 Refugees Spectacularly Backfires
Marketing

Starbucks’ Plan To Hire 10,000 Refugees Spectacularly Backfires

Staff Writers
Published on: 23rd February 2017 at 9:37 AM
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It’s widely thought that consumers want their brands to be good, green, corporate citizens. However, global coffee chain Starbucks’ recently announced plans to hire 10,000 refugees hasn’t gone down well with a lot of its customers.

According to a YouGov survey out of the US, the coffee giant’s consumer perception levels have fallen by a massive two-thirds since the plans were announced in January.

YouGov consumer perception levels ask consumers if they’d “heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Screen Shot 2017-02-23 at 9.27.27 am

 

Before Starbuck’s refugee announcement – reportedly in retaliation to Donald Trump’s anti-immigration stance – 30 per cent of respondents said they’d buy a coffee from Starbucks’; however, that fell to 24 per cent after the initiative became public in January.

While many Starbucks’ customers were supportive of the chains actions to support refugees, others threatened to boycott it altogether.

“Upon hearing about your decision to hire 10000 refugees instead of Americans I will no longer spend any money at Starbucks,” one customer wrote on the company’s Facebook page. But it should be noted that much of the venom wasn’t anti-refugee, just a perception that the company wasn’t hiring locals or had abandoned veterans in the US, who it had traditionally offered work to.

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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