Another ‘Good’ Starbucks Idea


This morning, my cubemate Brian, brought in something he acquired over the weekend. ‘I think you’ll like this,’ he said and handed it over.

Initially, I was confused. He handed me a small, folded piece of newsprint that read Good Carbon Emissions. Am I missing something?

But then I opened it up and saw that this little piece of environment-focused literature was championed by Starbucks. And Good Magazine.

Apparently, Starbucks and Good Magazine have teamed up and entered the political arena this election season. For the next 11 weeks, Starbucks will distribute a new Good Sheet each week featuring a different topic. Carbon Emissions, for one, but also Healthcare and Education.

According to the SVP of marketing at Starbucks, these Good Sheets are aimed at getting a conversation going in their coffeehouses – something I myself have often longed for while sipping some joe. And while I give kudos to any individual or organization that gets the conversation going for the upcoming election (or current events at any other time), that’s not the best part.

This grand idea didn’t come from the boardroom, it came from the people. I think is one of the best ideas for soliciting feedback, while still ensuring that it doesn’t end up in a virtual blackhole. It’s an easy way for the largest coffee chain to act small – like the local joint down the street – and get firsthand input from customers across the world on what would make their Starbucks experience *that* much better.

And for all those that voted for this idea on their site, it’s encouragement to share more ideas and validation that, sometimes, the customer does come first.


2 Responses to “Another ‘Good’ Starbucks Idea”

  1. 1 Don Arambula

    The sheet is both good and hypocritical. Lots of great graphics and easy to understand information. But look at the back page. The Saturn advertisements introduce their 2009 lineup of “remarkably” fuel efficient vehicles. Do these remarkable vehicles get 60 mpg? No! They range from a “remarkable” 24-33 mpg. If Starbucks is serious about the issue of carbon emissions, let them start with holding their advertisers to a higher standard.

  2. 2 stephanieakelly

    Don – My first comment to the friend who gave me the Good Sheet was something along the lines of ‘Hmm, maybe Starbucks should do their part to fight in the battle against carbon emissions by cutting down on the number of paper and plastic cups used on a daily basis.’

    Although I agree with you completely, at this point, I’m also willing to give some credit to a massive organization that’s trying to act small. More than anything else, I’m impressed by the success and follow-through of

    Thanks for the comment – and for stopping by.

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