Are We Ready For A Morning Conversation About Race?
Posted by Mitch Mitchell on Mar 23, 2015
I'm not a coffee drinker, and since that's the primary product of Starbucks, it looks like I won't be taking them up on their offer to talk about race.
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Last week's announcement that they were going to "ask" their barristas (I didn't even know that's what they were called) to talk to some of their customers about race, based on a campaign they're calling "Race Together", was met with a lot more vitriol and derision than even I thought was possible. When I was thinking that this project was a bit naive and probably didn't have a chance, others were calling for the head of CEO Howard Schultz. It got so ugly that he and some other high level staffs had to shut down their Twitter accounts.
Strangely enough, it wasn't the racists who were the main writers of hate. Instead, it was regular patrons, true customers of the store who basically said that they didn't want any kind of conversation at all with their morning coffee. They just wanted to get their coffee and move on. As someone who's not close to a morning person, I can understand that... to a point.
The thing is that Starbucks isn't only open in the morning but all day. I'm not sure how much coffee drinkers need their coffee later in the day but is the topic of race off limits to them all day?
Personally, I still think this is naive, and potentially harmful for the people selling the coffee. From what I understand there's no real training for them to initiate this conversation. So, if you're someone who's never even had the conversation before what to you say? "Sir, would you like to talk about race?" "Sir, what do you think about racism?" "Ma'am, do you have bad feelings towards Muslims?"
I get it; talking about race is really tough. Back in 2008 on this blog I wrote a post asking is a conversation about race possible? Last year I did a video saying Why We Have To Talk About Race . So I'm certainly not one to dodge this issue.
Still, I'm not sure that bringing it up when someone isn't prepared to talk about it is a way to do business. Imagine being asked the questions above when your mind is elsewhere; what do you say? How do you react? What if the barrista said something like "Did you know Starbucks doesn't support racism?" What can you say other than "that's nice"?
This is a conversation that has to be had. But the participants must be willing, otherwise it's just a waste of time. But I'll admit that my thinking isn't congealing well on Starbucks efforts. I'm trying not to be cynical or unsupportive, but I can't see this as all that positive a move.
So, I'm asking you what your opinion is? Do you have one? Do you just want to get your cup of coffee and move on? Will you avoid Starbucks for fear you'll be put on the spot? Or are you ready to talk about it, no matter when?
By the way... they also decided to end the conversation on race yesterday. Just thought I'd pass that news along. 🙂
Sorry, but I’m growing weary of much of the conversation. I don’t mind talking with others about the topic of race or anything else, but we keep hearing the same stuff. But if I have the time I don’t mind having the conversation if we are actually having a conversation.
Regarding the question about Muslims though, Muslims are not a race. They can be members of of a number of races. I find it very annoying that some equate disagreement with Islam to be equated with racism. It’s not the same thing.
Arlee Bird
A to Z Challenge Co-host
Arlee, I feel we keep going over the same old stuff because the same old stuff keeps happening. Until someone actually decides it’s worth trying to do something then it’s going to continue going this route.
As for Muslims… I think most people equate Muslims with Arabs, and as many of them are darker skinned people of sorts then they qualify as a race, though I’m not qualified to say which one. Thing is, Arabs are discriminated against and seen as terrorists, no matter what their stated religion might be (most people don’t know that there are Christian Arabs) so it’s worth keeping them in the discussion.
Mitch, I think my opinion of this campaign is very much in alignment with yours.
One, I think the campaign was ill-planned and naive in its execution.
Second, most of the barristas I see at Starbuck’s are white unless I go to a black neighborhood, and therefore, I have little faith that there would be much depth to said conversations.
Third, a conversation on race takes much more than a one-hour training, so this puts barristas in potentially awkward, vulnerable, and even potentially dangerous situations.
Four, if you are a minority, or if you have family members who are black as I do, you are having this conversation all of the time. I try to start my day on a positive note and limit negative inputs early in the morning. Call me cynical, but I just see this as a conversation that would set my blood boiling for the rest of the day. Not a good way to start.
Finally, YES, it’s a conversation that needs to happen, but it’s generally personal and better when it happens on a personal level, not as some corporate marketing campaign.
Great stuff Wilma! I’m wondering if Starbucks think they did a good thing, thinking they got the conversation started in just a week. Frankly, I think it was a potentially dangerous ploy that could have backfired in more ways than one. I don’t drink coffee either but I can just imagine what my reaction would have been; oy! lol
Hi Mitch,
It’s a good thing I don’t go to Starbucks. I haven’t heard about this and thanks for writing about it.
I do believe this was not a well thought out plan to execute. One hour training on a topic like that? Also, This conversation has nothing to do with a corporation in my view. I rather have a conversation like this in a more intimate environment.
Racism exists and does need to be addressed, but not with my first cup of coffee in the morning with a corporate campaign.
Just my take!
-Donna
I agree with your take Donna. Most people seem to have this belief, while there are some who laud Starbucks for taking a chance with it. I’m not one of those “gotcha” people who believes you should intentionally shake things up to get things going. This could have ended badly; I’m glad they dropped it.