Here’s a thought: If an activist pushes a petition without actually taking a stand, does it make an impact?
Starbucks CEO Howard Schultz recently asked customers to sign an online petition to help resolve the government gridlock. The coffee chain’s 11,000-plus U.S. stores also gave away cups of coffee on specific days as part of a promotion/social statement designed to “#payitforward” and serve as an example of magnanimity to politicians.
To launch its free coffee campaign, Starbucks ran ads in The New York Times, Washington Post and USA TODAY saying, “In times like these, a small act of generosity and civility can make a big difference. Let’s see what can happen. #payitforward.”
Come Together Right Now, Over Howard
In a Beatles-inspired open letter that integrates marketing with social activism, Schultz urges Starbucks customers to request government leaders to “Come together.” The Starbucks petition asks Congress and the White House to:
- First, reopen our government to serve the people
- Second, pay our debts on time to avoid another financial crisis
- Third, pass a bipartisan and comprehensive long-term budget deal by the end of the year.
See, it’s that easy! As if everyone should be able to magically put aside differences, come to an agreement, and pass a long-term budget. Agreement on what, exactly, is not mentioned.
Schultz has taken clear stands on political issues in the past, but now seems suddenly coy about taking sides during the government shutdown, calling for both parties to “come together,” as if all Washington needs is love.
Without getting lost in the political weeds, let’s just stipulate that the parties have serious policy differences. So just calling for an end to the bickering doesn’t really persuade anyone.
Perhaps Schultz doesn’t want to alienate customers by coming down too strongly on the side of either party. But the failure to take an actual position renders the petition meaningless except as a transparent marketing tactic. (Not that there’s anything wrong with marketing!)
Quoted in USA Today, Marshal Cohen, chief retail analyst at The NPD Group, commented, “Will it work on the political level? No. Won’t make a dent. Will it work on the commercial end? Absolutely.”
There’s no need to question Schultz’s sincerity in seeking consensus. The problem comes from trying to ride the fence and reduce serious differences down to simply “dysfunction,” which does a disservice to Starbucks customers. Regardless, a lot of people will probably agree with Schultz’ call for agreement and sign the online petition anyway. (For the record, we love Starbucks!)
Can’t we all just get a latte?
