Starbucks's Race Together: Why The Naysayers Have It All Wrong

Rather than scowl at CEO Howard Schultz's bold attempt to further the race dialogue, we should admire his tenacity and modern corporate leadership.

Unless you've been hiding under a rock the past week, you probably have heard about Starbucks's Race Together initiative. From the Washington Post's "Starbucks CEO has a terrible idea to fix race relations" to The Economist's "Starbucks and branding: #Fail" to Ad Week's "The Internet Is United in Despising Starbucks' 'Race Together' Cup Campaign," the media criticism has been fierce and unrelenting. A quick scan of social media doesn't yield a much better response; the majority of comments are negative and downright cutting, declaring the campaign a major fail. Over the weekend, Starbucks CEO Howard Schultz said baristas would stop writing #RaceTogether on coffee cups.

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