Written Analysis 3: Heroes and Celebrities – Starbucks

Celebrities are just as enamored with Starbucks as the rest of the country.  At least once a month I see a celebrity, in an entertainment magazine, carrying a cup of Starbucks coffee/tea. Personally, see these famous people walking around with Starbucks does not influence we like or dislike of the company or drinks.  For some, however, Starbucks starts to look more appealing to them because ‘so-and-so’ drinks their coffee. I would imagine that celebrities visiting their establishments make the brand even more popular, because if a celebrity chooses to go to Starbucks over a pricey, trendy coffeehouse must mean their coffee is superior. I don’t believe this to be true; but I do enjoy their drinks and baked goods very much!
               

When it comes to heroes, I believe that Starbucks is the hero. Starbucks has brought the importance of ethically sourced products to the forefront of America’s attention. They have lead the charge for fair trade coffee; which ensures that farmers and their workers are paid fairly for their product and that the farming is safe for the environment. Not only does Starbucks make sure its coffee and tea are better for the planet and farmers; it also promotes recycling and alternate energy. Starbucks gives a discount to anyone using a non-disposable cup/mug, they aim for their cups to be 100% reusable or recyclable by the end of this year (Goals, 2012), and the company is on track to use renewable energy for 100% of its electricity needs (Goal, 2011). Starbucks has set forth goals to create solutions and bring attention to problems that are affecting the world around us; thus inspiring us to do the same in our homes.

Reference

Goals & progress: Cup recycling. (2012). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/cup-recycling

Goals & progress: Renewable energy. (2011). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/renewable-energy

Written Analysis 2 - Starbuck Rituals and Stereotypes

        Over the years Starbucks has acquired stereotypes involving the customers who frequent their establishments. The main stereotypical patrons are white soccer mom’s between the ages of 25 and 45 or college students.  I started doing some digging and found that some of these stereotypes were correct. The gender stereotype is incorrect, with the majority of Starbucks consumers being male (58%) (Sponder, 2010). However, the age range is correct, with 55% of Starbucks patrons being between the ages of 25 and 44 (Sponder, 2010). According to Sponder (2010), men (26-34) were the largest demographic on the west coast, but men (35-44) in North Dakota were the smallest group. I also discovered that the demographics were greatly influenced by geographical location, socioeconomic status, and even political leaning (See Chart 1 & Chart 2).

        Stereotypes are much more varied compared to rituals. Either a place or active is a ritualistic stop or it is sporadic.  Personally, I am a sporadic Starbucks patron; primarily because I cannot drink coffee. Several of my friends, on the other hand, stop daily before coming to work. They do not have time to stop in and spend 30+ minutes enjoying the atmosphere, but rather use Starbucks a coffee pit-stop to get their mornings started off right. When asked why they stop routinely every morning, the responses where fairly unanimous across the board. Even a quick trip in for a cup of coffee feels like a treat or reward for getting out of the house on time. They also like having the ability to choose a different drink if the moods strikes them.

        I believe that any ritual has an emotional connection for that person. For whatever reason, this activity or place elicits a feeling of calm, joy, or luxury. A stereotype is generally influenced by a person’s environment, whether familial or friendships or a combination of the two. Some stereotypes are harmless, even humorous; while other stereotypes are the fuel for hatred. Whatever the reason for the stereotype, I would advise conducting some inquiry into the matter prior to passing judgment.

References

McDonald’s and Starbucks: 43% Yin, 35% Yang. (2009). Pew Research Center. Retrieved from: http://www.pewsocialtrends.org/2009/02/10/mcdonalds-and-starbucks-43-yin-35-yang/

Sponder, M. (2010). PeekYou – Starbucks case study using peekdata reverse URL identity lookups. Web Metrics Guru, Inc. Retrieved from: http://www.webmetricsguru.com/archives/2010/09/peekyou-starbucks-case-study-using-peekdata-reverse-url-indentity-lookups-social-media-monitoring-platforms-will-improve-when-using-this-data/will-improve-when-using-this-data/