Social Responsibility and Reputation Management

Starbucks: " We have found that we’re able to serve a great cup of coffee while helping to improve the lives of farmers and protect the  planet."

Customer: 'Really? Does that mean my cup of coffee can help somebody and the planet? Oh... I’d like to have muffin, too.'

As a for-profit company, Starbucks believes that businesses can - and should - have a positive impact on the communities. Starbucks has regularly bought and brewed fair trade certified coffee and paid premium prices to ensure that farmers make a profit. In addition, they purchased certified organic coffee which is grown using methods and materials that have a lower impact on the environment. Fair trade coffee and organic coffee allow Starbucks to support both development issues and the environment while satisfying customer concerns.


Through the Calvert Foundation and Conservation International, they provide financial support to farmers to improve the quality of life for the farming families and their communities. Starbucks provided $1 million for financing through the Calvert Foundation, giving fair trade coffee farmers access to affordable credit. They provided another 42.5 million to Conservation International, making similar financial help to farmers in Central and South America.  


Starbucks is being responsible and doing things that are good for the planet and each other. In return, they are able to hire great people who support the company and extend great reputations with their loyal customers and in the coffee-growing community. Cause-marketing, with the right partners and community program, can enhance its brand, expand a company’s marketing program, and build the company’s better reputation in the market.