Starbucks’ #RaceTogether Idea Misses The Point

Starbucks does a lot of things right. #RaceTogether is not one of them.

It's hard to argue the successful business model of Starbucks. They've made gazillions of dollars selling coffee. Along the way they've become more than a coffee shop; they are an international brand that people recognize and for the most part, due to their consistency, trust.

But when Howard Schultz announced that he was directing baristas to start conversations with customers about race relations, I rolled my eyes so hard I saw the inside back of my brain. Putting it all under the hashtag #RaceTogether, Schultz said that as a nation we're better than we act when it comes to race and it's time we started coming together. Sure, that's a great idea. But its oversimplification is almost offensive.

Do you really think we can undo problems in the status quo and centuries of inequality over a double tall vanilla latte?

Really?

Tell that to the majority of people who are in prison who are black. Tell that to the minorities in our schools and workplaces who are constantly barraged with microaggressions that are replete with racism.

We hate talking about race in this country. We hide behind statements like "but we have a black President, clearly racism is dead" to protect us from having real conversations and making real changes. Schultz doesn't want us to talk about race. He wants us to talk about talking about race.

I really like the way Danielle Henderson sums up the problem with what Starbucks is trying to do: "It's the height of liberal American idealism and a staggering act of hubris to think we can solve our systemic addiction to racism over a Frappucino."