I was impressed by Starbucks CSR propositions. They are very involved in different areas such as the community, ethical sourcing, and environment. I think that being socially and environmentally implied gives more value to the business. Through community service such as youth leadership, farming communities and creating jobs provide a social caring outlook of the business. Showing the passion for networking with local people through innovation and entrepreneurship.

Being environmental friendly is also the key for sustainability, Starbucks is promoting recycling and ensuring the recyclability of its cups which is a good example for more companies and customer to follow this initiative.

The business creates  shared value with the customers and also be a spillover effect over the third parties. The effectiveness of CSR promotes Starbucks to a high brand positioning and with a variety and promise value propositions, which might influence the consumer behavior (i.e. to attract more consumers). It surely brings to the interest of social media to advertise and value the efforts of the company.

It is definitely a great marketing tool but to what extent? Sometimes exaggerated activities of CSR could lead to out focus of the business’ main issues and goals. Also, sometimes CSR image is only to promote the brand and hidden motivation for profit.

Link: http://www.starbucks.com/responsibility