Breadth of Impact

Starbucks’ impact extends to socially and economically similar environments, with a gourmet coffee and tea line that appeals to caffeine lovers from all walks of life. Due to relatively high prices, their volume impact does have a cap, but there’s no question they’ve captured a huge segment of the mid to upper income demographic globally. To date, there are nearly 20,000 Starbucks worldwide, with a physical presence in 55 countries!

Depth of Impact

Starbucks creates meaningful change in the lives of customers, for most of their consumer base are repeat buyers. Starbucks loyalists appreciate the happy, helpful staff and general ambiance in each store. While a drink on its own might not represent deep impact in this analysis, we recognize the way Starbucks shops are utilized for meetings, studying and general socializing. The fact that the beverages they serve have a loyal fan base only adds to their credentials here.

Legal Structure

Starbucks went public in 1992 and trades on the NASDAQ stock exchange as SBUX. They’re beholden to shareholders, which can have the effect of undermining mission-focused objectives. As CEO Howard Shultz explains, however, Starbucks is committed to upholding a social mission, and he actually attributes part of his company’s success to corporate responsibility and community engagement. Starbucks’ role as a GameChanger is to redefine the role of the corporation, and as public company they’re perfectly positioned to shift the paradigm.

Mission-focused Milestones

As stated in their 2011 Global Responsibility Report, Starbucks’ mission-focused milestones are the following:

• Ensure 100% of coffee is ethically sourced by 2015
• Invest in farmers and their communities by increasing farmer loans to $20m by 2015
• Improve farmers’ access to carbon markets, helping them generate additional income while protecting the environment
• Mobilize partners, employees and customers to contribute to 1 million hours of community service by 2015
• Engage a total of 50,000 young people to innovate and take action in their communities by 2015
• Build all new, company-owned stores to achieve LEED certification
• Develop comprehensive recycling solutions for paper and plastic cups by 2012
• Implement front-of-store recycling in company-owned stores by 2015
• Save 5 percent of beverages made in stores with personal tumblers by 2015
• Reduce energy consumption by 25 percent in company-owned stores by 2015
• Purchase renewable energy equivalent to 100% of the electricity used in global company-owned stores by 2015
• Reduce water consumption by 25% in company-owned stores by 2015

Mission Measurement

Starbucks carefully measures their progress toward achieving each one of these milestones. Depending on the particular milestone, examples of metrics include:

• Dollars loaned to community farmers
• Hectares of land protected from deforestation
• Number of community service hours
• Percentage of buildings earning LEED certification.

Because Starbucks operates a corporate headquarters as well as thousands of coffee shops, both are considered for their work environment assessment.

This organization's physical work environment is recognized for its:

Architectural Beauty

Starbucks’ headquarter office in Seattle, WA; U.S.A. is one of the most prominent buildings in town, with a clock tower front and center. Red bricks make up the building’s mass, and with lots of inset windows, it exudes a feeling of classic tastefulness in the conservative business community. It’s not ostentatious in any way, however, which is a refreshing change from other hugely successful corporate appearances. Starbucks stores are elegant in their own right.

Interior Design

The insides of Starbucks stores are full of life. While they differ from one to the next, they consistently have comfortable furniture, colorful carpets and walls and exceptionally smart lighting.

Desirable Setting

Starbucks have a knack for getting on the best street corners of town. This means employees are usually within walking distance to other fun establishments.

This organization has been recognized for its initiatives to create:

Happy Customers

Starbucks customers rave about the coffees, teas and pastries. And if you’re not completely satisfied with your purchase they’ll gladly reimburse you or replace it.

Pleased Investors

Investors in this org are generally ecstatic about stock performance. Since mid-2008, shareholders have seen the price go from around $9 per share to nearly $60 per share, and as of April 2012 it continued to hold steady.

Ethical Supply Chains

This is one of Starbucks’ strongest GameChanger performance areas. Abiding by Coffee and Farmer Equity Practices (CAFE), a comprehensive set of measurable standards focused on Product Quality, Economic Accountability, Social Responsibility and Environmental Leadership, this org works tirelessly to ensure their coffees are planted, harvested and sold in the most ethical ways. Click HERE to see their comprehensive CAFE report.

Care for the Community

Community care is one of Howard Schultz’s primary focus areas. The company prides itself on dedicating time and energy toward community service, and have committed to a public goal of contributing 1,000,000 hours of volunteer work by 2015. As of early 2012 they were about halfway there!

Local Economic Growth

Starbucks create many jobs in local economies. With an average of 20 employees per store, and many locations within close proximity to one another, their local economic stimulus is substantial.

Donations to Social Causes

Starbucks’ Youth Action Grants award funding to organizations that provide training to young people to help them cultivate critical skills, incubate ideas and create action plans. Organizations that communicate young peoples’ success stories through media are also supported, as are those that build ongoing leadership capacity. Application letters are reviewed between October and December every year. Click HERE to learn more.

In 2008, Starbucks became a founding member of a pilot group organized by the U.S. Green Building Council which used pre-LEED certification strategies for multiple projects. Starting in 2011, they committed to building as many new stores as possible LEED certified. They hit a remarkable 75% in year one.

The Earth Friendly features of this organization's offices and facilities include:

Eco-tech Construction

Reclamation Drive-Through is an initiative inspired by the wastefulness of unwanted shipping containers, Starbucks makes use of such containers by creating creative structures that look great and represent a much-needed level of eco-consciousness.

Efficient Appliances and Retrofits

Starbucks is aware that their energy consumption levels are substantial. They acknowledge the footprint caused by the need to power all the signs, ovens, refrigerators, coffee brewers, espresso machines, blenders, air conditioners, dishwashers, ice makers, fans and water heaters. In response, they’re committed to stepping up their game. For starters, in partnership with General Electric, Starbucks created a specialty LED light bulb just for their stores.  Additionally, they’re currently testing Energy Management Systems (EMS) in approximately 700 stores across the U.S., and have seen 20% energy reductions in their HVAC systems in these stores. We’ll be excited to learn about new energy-reducing initiatives in the coming months and years.

Recycling and Composting Systems

Starbucks’ recycling systems have been chronicled on their website; they’re still trying to figure out the best method for a company-wide policy, and in doing so are testing different systems in various cities. As for composting, since 1995 their Grounds for Your Garden program has provided interested customers with complimentary 2.27-kilogram bags of soil-enriched coffee grounds.

In addition to minimizing their own impact, this organization’s environmental initiatives extend to:

Volunteering to Support Nature

Starbucks is involved in hands-on environmental work in different parts of the world in their commitment to help replenish the planet. In mid 2011, they brought together 750 employees and partnered with Charyou, a Shanghai-based NGO, to help the Gumei community set up a waste-management system, plant gardens and install simple devices to save electricity and water in homes.

Spreading Environmental Awareness

CEO Howard Shultz proudly advocates for environmental stewardship, making sure his company aligns to new game eco-values while also encouraging other corporations to do the same.

Voluntary Carbon Credit Purchases

Starbucks purchases Renewable Energy Credits (RECs) from wind farms across the U.S. In 2011 they bought the equivalent of 50% of their electricity consumption, and by 2015 they pledge to offset it entirely with RECs.