Tag Archives: Starbucks

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Emil Guillermo: Second thoughts on Starbucks’ #racetogether while I’m drinking my Peet’s coffee

peets

OK, OK.  I am joining the coffee grumps. Coffee, black, no race convo.

I read the Starbucks insert in USA TODAY this past weekend, and frankly, I’m astonished.

Race together?  It’s pretty much the same two lanes:  black and white.

In an eight-page insert, the first mention of Asian Americans is on page 5.

In one of 8 questions, there’s this question: “Asians recently surpassed Latinos as the fastest growing group of new immigrants to the United States.” TRUE or FALSE.

The answer is: TRUE.

“Asians recently surpassed Latinos as the fastest growing group of new immigrants to the United States.”

Asians are mentioned in the timeline titled, “Path to Progress.”

But as I point out in my column on the aaldef.org/blog, there are some glaring omissions.

Pass the Peet’s. And see my new column on the aaldef.org/blog.

CHECK OUT THE NEW HOME FOR THE AMOK COLUMN: www.aaldef.org/blog

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Asian American Legal Defense and Education Fund (AALDEF) blog, blog, news, politics, race

Emil Guillermo: Earnest Starbucks gives in to race bullies and no longer encourages baristas to write #racetogether on cups.

I was hoping CEO Howard Schultz would stick to his ideals and stay the course. But I guess, when you’re a corporate enterprise, you can’t go 100 percent on principle if it means you could lose profits by doing the right thing. Ultimately, it’s about shareholder value, and I’m sure Schultz heard from some who weren’t crazy about the idea.

Reports say Starbucks isn’t giving up the initiative. They’re just telling baristas not to use the hashtag  #racetogether on cups.

I know they say they had planned to phase out the writing on the cups. But they would have kept it going if it didn’t blow up in their faces.

Still, they’re not throwing out the baby with yesterday’s old coffee water. They’re moving forward.

I said previously how much I liked the idea.

Small talk actually can lead to better relations. Too often racial hurt comes from micro-aggressions that people of color experience. Positive small talk simply can make people in general more aware of their words.

But I’m in the minority here.

Starbucks says it’s not giving up.

Maybe #Racetogether 2.0 will simply be more of what the company had been doing successfully–public forums for employees and corporate partners who opt-in.

Preaching to the choir always works.

That’s the sad thing about this experiment.  It shows us exactly where we are racially in this country. With our sensitivity levels at new heights, everything is capable of being misunderstood when it comes to race.

Starbucks has learned you can even be dissed for earnestness when no one really wants to make the  effort to have the tiny conversations  we need.

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Asian American Legal Defense and Education Fund (AALDEF) blog, blog, diversity, news, politics, race

Emil Guillermo: Haters will be haters? I’ll have my race conversation VENTI, please; Why racist “micro-aggressions” may necessitate Starbuck’s “micro-engagements.”

I know you’re grumpy in the morning. But is there really any reason for the backlash against a company that for once is trying to exhibit a little corporate responsibility?

racetogether2

When I first heard of CEO Howard Schultz’s idea, I at first was as snarky and as skeptical as the next guy. But his sincere belief of trying to change the country “one cup at a time” with an attempt to engage on race is pretty daring. And right.  When I think of the last racist transgression I encountered, it’s always some passing remark that no one thinks twice about. Except the person of color. They’re called “micro-aggressions.”

They’re really snap judgments. Racist ones.  And people of color experience them all the time. All the time.

How do you cut them off at the pass?

Maybe Starbucks’ “micro-engagements” are the best way?  No one expects you to go deep all the time on race. A little passing acknowledgement of the issue, may slowly nudge us all to a different level in the discourse. It just may build the empathy we should all be seeking. But it starts with conversation. Why wait for the next major race news story? Start with a small positive engagement.

You can always pass. Politely say, “No thanks.” But it’s an opportunity to chat while waiting. Or to chat while sitting at a table.

Go ahead and dis the idea. But that just says something about the “post-racial” society, doesn’t it?

But maybe this is progress. Suddenly, I’m seeing all these odd-coffee mates on the same side. Even The Nation has something negative and snarky to say about this.

Now this is odd: the left and the right on the same side on a race issue?  Are they steaming about not buying SBUX before the split? They might as well talk while having their venti latte.

See how to have a real race conversation in my piece here.

CHECK OUT THE NEW HOME FOR THE AMOK COLUMN: www.aaldef.org/blog

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