Monday, 6 October 2008

Shame on Starbucks

Funny how things happen. I was sitting on the tube, reading John Grant's appraisal of Starbucks' Welcome to Evergreen campaign in The Green Marketing Manifesto when I looked up and saw the headline of the newspaper being read across the aisle. The lead story was about Starbucks wasting millions of gallons of water every day by leaving taps running as policy in its coffee shops. Worse still, staff don't seem to be aware of the reason why this should be necessary - which is allegedly something to do with preventing a build-up of bacteria in the tap.

How can a big brand like Starbucks make such a massive misjudgement, that risks undermining all the other apparently credible social and environmental projects it's undertaking? Its a perfect example of how the activities of one department can conflict with those of another if care is not taken to ensure that policies on key issues are not communicated clearly and consistently throughout an organisation.

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