According to Howard Schultz, CEO of Starbucks, the company are about to start “telling their story.” The cynics among you will argue that this is just another case of back-pedaling, when the corporate giant decides to announce “actually we’ve been into ethics all along.” However it’s hard to ignore the good press they get from certain large NGOs.
The difference that Starbucks’ investment has made in Ethiopia is not to be laughed at, and despite their sickly, almost robotic obsession with “the latest campaign,” their heart seems much larger than their corporate personality.
Take a look at their latest video here:
(source: Idea Sandbox, Starbucks, Developments and Oxfam, photo: Lali Masriera)
