Page 46 - The Starbucks Experience

Make It Your Own

For Starbucks, at the corporate level, “being considerate”
means exploring the long-term well-being of partners and
those individuals whose lives the partners touch, all the while
being mindful of the earth’s ability to sustain the demands
that Starbucks places on it. Specifically, it means things like
Starbucks exploration of alternative and renewable energy
options.
As a meaningful first step, Starbucks leadership is replac-
ing 5 percent of the energy used in its U.S. company-operated
stores with wind energy. It is also reducing carbon dioxide
emissions by 2 percent. These actions are occurring despite
the fact that wind energy now costs about double what coal
energy does. Through these choices, Starbucks management
proves that thoughtfulness isn’t an immediate way to raise
profits, but rather a long-term means for survival and
prosperity. 31
The company demonstrates being globally considerate in
many ways. As part of the acquisition of Ethos Water, Star-
bucks leaders set a goal of providing $10 million to water
projects in developing countries over the next five years.
Ethos was founded in 2002 on the premise that the sale of
bottled water could help ensure clean water supplies for chil-
dren around the world. Every time Starbucks sells a bottle of
Ethos water, it supplies 5 cents for worldwide water proj-
™
ects. The list of Starbucks social considerations, taken at the
corporate level, is daunting and includes everything from
building schools and health clinics to supporting coffee farms
and ensuring quality conditions for migrant coffee pickers.
Not only does the be considerate approach strengthen the
environment and the company’s suppliers, but it has a pro-
found effect by showing all partners what can be accom-
plished through a farsighted, other-oriented approach.