Starbucks Brand Plunges After Refugee Promise

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In response to President Donald Trump temporarily suspending the immigration of residents of seven primarily Muslim nations, Starbucks CEO Howard Schulz vowed to hire 10,000 refugees.

Following a boycott of Starbucks by Trump supporters, the coffee conglomerate has seen its “brand perception” begin to trend negatively.

YouGov BrandIndex records the perceived reputation of specific companies, and according to the tracker, Starbucks is stuck in the mud. YouGov recently revealed Starbucks rating is down two-thirds in its specific tracking system since the end of January, around the same time Schulz made aware his intentions to hire an influx of refugees.

While still retaining a “positive” perception, polls regarding Starbucks desirability have taken a jab.

YouGov Brand Index

YouGov Brand Index


Potential Starbucks consumers were asked two days before Schulz’s promise if the coffee chain would be considered as a reliable destination. 30% said yes, though that number has fallen to 24%.

In a letter to his employees on January 20, Schulz wrote, “We are in business to inspire and nurture the human spirit, one person, one cup and one neighborhood at a time – whether that neighborhood is in a Red State or a Blue State; a Christian country or a Muslim country; a divided nation or a united nation. That will not change. You have my word on that.”

H/T: The Daily Mail

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