As someone who has liked Starbucks for a long time, I was shocked by their most recent ad in India. The ad was supposed to support acceptance and inclusion, but it has instead caused anger and calls to boycott the company. This was the last straw for me, and I’ve chosen to go somewhere else with my business.
The ad in question is about a dad who is having a hard time accepting his child’s change. Even if the commercial had good intentions, it didn’t work out as planned. The ad seemed fake and dishonest because it used a touchy subject to try to sell coffee.
Many people have spoken out against Starbucks quickly, calling the company “virtue signaling” and “going woke.” People don’t just dislike the ad; they also dislike how the company seems to be trying to use social justice as a business tool.
The tweet from Starbucks India that went with the ad didn’t help. “Being yourself means everything to us,” the company said, but a lot of people thought this was just a lie. For a business that has been criticized for how it treats its employees and the environment, the ad didn’t hit the mark.
When I buy something, I expect more from the company. I want to know that my money is going to support ideas and actions that are similar to mine. It’s clear from Starbucks’ most recent ad that the company cares more about looking forward-thinking than actually making a difference.
It’s time for me to leave Starbucks. It’s not just the ad; it’s also about what the company stands for and how it runs. I’ll only do business with companies that care about their clients and the world around them.
