Companies that base policy on political correctness and policies that are attractive to progressives are taking a real gamble in doing so. Starbucks is learning that lesson the hard way.
Zero Hedge reports:
Starbucks’ ‘Brand Perception’ Takes A Massive Hit After Announcing Plans To Hire 10,000 Refugees
About a month ago, Starbucks CEO Howard Schultz decided to ‘take a stand’ in defiance of Trump’s immigration executive order and penned a message to the world vowing, among other things, to hire 10,000 refugees over the next 5 years and “build bridges, not walls, with Mexico”. Here are some excerpts from the politically charged message drafted by Schultz with “deep concern and a heavy heart”:
I write to you today with deep concern, a heavy heart and a resolute promise. Let me begin with the news that is immediately in front of us: we have all been witness to the confusion, surprise and opposition to the Executive Order that President Trump issued on Friday, effectively banning people from several predominantly Muslim countries from entering the United States, including refugees fleeing wars. I can assure you that our Partner Resources team has been in direct contact with the partners who are impacted by this immigration ban, and we are doing everything possible to support and help them to navigate through this confusing period…
Unfortunately, Schultz quickly found out the hard way that while most adult-aged Americans can agree that they like coffee, roughly 50% disagree with his leftist political opinions. Which, according to Yahoo Finance, has sent the company’s “brand perception” into a downward spiral since January 29th.
Will they reverse the policy now or double down?
Doesn’t the bottom line matter to them?
Here’s the chart of Starbucks’ “brand perception” (via ZeroHedge):
The People are speaking!