In an effort to foster goodwill amid fiscal cliff negotiations, Starbucks aimed to send a message to Congress by instructing its D.C.-area employees to write “Come Together” on every cup of coffee sold.
“Room for smarm in your latte?”Isn’t there something creepy about Starbucks’ CEO Howard Schultz having [in Politico‘s words] “asked his Washington-area employees to write ‘Come Together’ on each customer cup today, tomorrow and Friday, as a gesture to urge leaders to resolve the fiscal cliff”? Did Schultz take a poll of his employees–sorry, “partners,” he calls them–before ordering pressuring asking them to join in this lobbying effort? What if he were, say, the CEO of Chick-fil-A and he “asked” his “partners” to write “Preserve the Family” on the outside of cups and containers?
…if you go to work for a HuffPo outfit like AOL or Patch, that’s the sort of thing you’d expect. But Starbucks? Maybe Schultz’s baristas came for the (admirable) health benefits, not because they wanted to join him in some mushy Tom Brokawish corporate budget crusade.
Over at the Hang Together blog, Greg Forster says not so fast, arguing that although many businesses “don’t currently do a good job of stewarding their cultural role,” it’s largely because “we’ve spent more than half a century trying to teach businesses to pretend they’re not moral and cultural.”
For Forster, we should “set businesses free to be culture makers,” not tie them down. As cheesy, ineffective, or “creepy” as the Starbucks campaign may be (it’s all of the above, in my opinion), only when we’re comfortable with the inherent cultural purpose of business will we be able to “re-humanize” companies accordingly. (more…)