I've worked for Starbucks as a barista now for about six months. During my time there, I have been both appalled and also heartened by the working conditions, the co-workers, and the company model. My overall feeling is that Starbucks, which I formerly had a fairly low opinion of, is a corporation much like any other in the United States, but with a hint of something more, something almost approaching humanity; something approaching a conscience.
I have every reason to be bitter. We are underpaid, often overworked, under constant pressure, and I've just had my benifits cut. I am a VERY qualified worker with a BA who, in better times could find a better job. But I can't right now. For the sake of the company and my job, I want to make things better.
It has been said that a corporation, if analyzed by a qualified psychiatrist (based on its actions and behavior towards other corporations and people), greatly resembles a psychopath; one who's behavior, from their point of view, almost occurs in a vacuum and who lacks empathic abilities to understand how it affects others. This shouldn't come as a surprise to many, but, when put this way, it is a very frightening notion.
Consider this: a corporation's psychopathic tendencies is not only partly due to a dog-eat-dog world, the desire for money, and the need to be self-sustaining. It is also due to the fact that it is an entity with no single human feeling. It is more akin to a collection of human feelings, a collection of people, none of whom hold definite and ultimate accountability for the actions a corporation commits. Think of it this way, when you call customer support and realize that the company that sold you your cellphone is not willing help you, and has essentially ripped you off, who is held accountable? Not the CEO, the shareholders, or even the assembly line worker. The only person held accountable is the representative you’re on the phone with. There IS no accountability. Even that representative has the luxury of saying “I don’t make policy. I’m only doing my job.” The people who run the company, the ones who make all the money? They know this, and they LOVE it. Scary . . . . . . Yet it explains a lot about the state of this country and our planet.
This is where my feelings about Starbucks come into play. I, as almost anyone with a heartbeat in this country and beyond, am worried about the future of this country. I am worried about the future of our children. Is this the End of Days for the United States? Are we going the way of Rome? Are we drowning in the flames of Carthage? Are we Polybius witnessing the destruction of one Empire and simultaneously having portents of our own destruction? Or are we past even that point? There are an increasing number of doom-sayers, and many of them are qualified economists and historians, the likes of even Noam Chomsky.
When working a late night closing shift with a co-worker many years my senior, I began to daydream. An exchange of ideas occurred in my mind, ideas formed by linking a great many far-flung facts and concepts. We had just finished a very long discussion regarding our fears of losing our jobs in this economy, of our store's likelihood for closure, and of the state of the country in general. I began to think about the, at least superficially similar state of our country nearing the end of the Hoover administration: the great Depression, the rise of fascism in Europe, and the eventual rise of the New Deal and the mobilization into World War II.
As a historical and pop-culture enthusiast, I remember thinking about the way in which this country pulled together. It is definitely true that when Roosevelt took office, he did so on a day in which the country's mood could be summed up effectively as "quietly hopeful," and that's me being generous. In fact, among many people, there was little hope left. Cynicism ran amuck. Roosevelt was keenly aware of this, and as he gave his speech on the steps of the capitol, you could hear this in his words. His oft-quoted line from this very significant speech was "We have nothing to fear but fear itself." When Obama took office, he did so amidst a much greater degree of optimism, joy, hope, and a "we can do it!" sense, codified best in his "Yes we can" speech.
In both instances, a renewed sense of togetherness, "constructive" nationalism, good old-fashioned work ethic, and love thy neighbor-isms took hold. However, these emotions took much longer to grow during Roosevelt's years. Why? We are at the cusp of what could possibly be another Great Depression. We people just dumber? I don't think so. By Roosevelt's time, people were in worse shape than us. The economy wasn't as large, nor was the population, but for each individual, the stakes were JUST as high.
Just as we did then, we can and must pull together, and I think in a time of major and ostensible distrust towards corporate America, which, there is no mistaking, is EVIL, Starbucks has a great opportunity to rise to the occasion to do what many other powerful or even fledgling companies did during the New Deal and the Second World War.
Remeber "Little Orphan Annie" and Daddy Warbucks? Captain America? War Bonds? Remember old-time radio shows like "The Shadow?" Do I have to remind the readers of the meaning behind the BMW symbol? Most of all, remember Rosie the Riveter? These and many more are emblems that should be engrained in the American consciousness for all time! These are all companies, ideologies, and publications that not only helped in the war effort, but in turn led to an upswing that later, upon demobilization, snowballed into an explosion of vigor in the American economy. We went from a major world power to THE world's power.
It is a fact that during a huge swath of the 1940's, Marvel's (then Timely's) Captain America Comics outsold Time magazine on a monthly basis. You think those kids that bought all those ten-cent comics played “cowboys and Indians” for the duration of the war? Hell no! They became "Sentinels of Liberty." This was the name of a Captain America fanclub whose membership cost money and whose proceeds went to help out the war effort and recovery. Every issue encouraged children to support their men abroad and to look out for the country. Every issue encouraged parents to support the war effort. Captain America wasn't the only comic, but it was the most remembered for having done this.
This "We can do it" attitude, often seen as quaint by today's standards was nevertheless just as responsible for our country's recovery and climb into the stratosphere of economic prosperity later on as was the actual money generated during the elbow grease-laden era of hard work that accompanied the sacrifices of our soldiers in the Allied forces.
Starbucks is a troubled retailer. There is no doubt about it, but I say to Howard Schultz that the company has a prime opportunity to revamp both its business, salvage its reputation, and even help the country a bit. I observe Starbucks donating money from its drinks to the [RED] campaign; I see Starbucks spending money on a new campaign called "I'm in!" in which customers who donate a number of hours to some sort of community service are awarded free drinks. Why not refocus this money and energy on a campaign for some sort of economic recovery? Why not support the troops? To controversial? Who doesn't want to support the recovery of our country? I talk to customer after customer and hear nothing but worry over the future.
Not only does such a campaign have the potential to launch the company into the better graces of the public, it could revamp business by encouraging people to go to Starbucks instead of, say, Latte 101.
Look, Starbucks is cutting corporate jobs like no tomorrow, laying off baristas and shifts, and closing another 300 or so stores, and it's only going to get worse. Why not CAPITALIZE on the positive "Go get 'em" attitudes Americans feel after the Obama victory and offer something more than a cheesy "Inauguration cup?" Whether giving back to the country amounts to a drop in the trillion dollar deficit we face or not, the public doesn't see this; the public often only observes that "it's the thought that counts" and I'll bet you, Howard, that it will be the clincher that causes MANY a potential customer to drive that one extra block to Starbucks over Latte 101.
The ball's in your court. You're logo is already engrained in the collective American lexicon, a sigil evoking memories of conversations held at checkered tables, a person's first ice mocha, meetings with friends, even job promotions celebrated. Whether this logo becomes a memory of a has-been coffee retailer that spread too far, too fast, or one of a positive force of reinvigoration during a dark, but hopeful time (think Rosie the Riveter) is up to Starbucks.
