Starbucks has launched a new initiative at 12,000 locations, in which baristas can start talks about race relations after writing "Race Together" on customers' cups. The new initiative involves a partnership between Starbucks and USA Today.
Full-page advertisements in USA Today and New York Times will include an insert that contains materials to initiate talks about race relations. Also, the results of the initiative will be shared publically through the hashtag #RaceTogether.
Starbucks plans to discuss more details about its initiative at its 2015 yearly shareholders meeting. That will take place in Seattle, Washington on Wednesday.
The Race Together initiative is actually a follow-up of the company's discussion forums following the controversial shootings of two African-Americans by white police officers. They took place in Ferguson, Missouri; and Staten Island, New York.
Some people have praised the coffee shop giant's attempt at creating an open forum about race relations. However, critics have argued that the initiative should have clearer guidelines and goals.
Starbucks CEO Howard Schultz believes that his company "should be willing" to talk about race issues. However, some critics counter that merely talking about such topics will not necessarily be productive.
For example, Schultz has stated in a news release that "staying silent" is not an option for Starbucks. In other words, the goal is "just to talk," according to Vox.
Conversation starters of the imitative include talks about visiting homes of people of different races, and people's racial views compared to their parents, according to USA Today.
Some critics argue that the initiative focuses on race, rather than racism. This could cause Starbucks workers to have to deal with customers' racial biases and hatred.
Schultz seems to be truly interested in tackling the issue of racism. However, some pundits say that he should have involved individuals and organizations who are experts on the subject.
In any case, do not be surprised if during your next Starbucks visit the barista talks about black coffee and cream living in "perfect harmony."