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Starbucks Responds In Kind To Oxfam YouTube Video
Kligmond writes "Last week, Starbucks placed a video on YouTube responding to a video posted by the Oxfam Charity. The Oxfam video was launched in conjunction with 'Starbucks Day of Action,' held December 16th, when activists visited Starbucks locations across the world in protest of the coffee retailer's alleged mistreatment of Ethiopian farmers. The Starbucks video calmly addresses the Oxfam allegations, citing an impasse over Ethiopian trademark legalities. Starbucks claims the refusal to sign a trademark agreement with Ethiopia is a stumbling block they hope to resolve on behalf of the farmers. The coffee chain's representative goes on to refute the contention that Starbucks refuses to pay a fair price for its coffee reserves and, in fact, routinely pays well above commodity price, and above fair trade price. Unlike many recent ineffectual corporate reactions to social journalism and networking eruptions, Starbucks' response is unique in that the corporation managed Oxfam's unconventional assault in a very unconventional way, via YouTube. Regardless of the outcome of this particular incident, the move on Starbucks' part comes off as unmistakably in touch with today's communication modes and methods."
Beacuse this would be a new use of the technology, rather than "hippies in Seattle march with signs, corporation issues press release denying charges"?
No folly is more costly than the folly of intolerant idealism. - Winston Churchill
I'm only responding because you were modded insightful:
This is news for nerds not because of what is happening, but because of HOW it's happening.
Not only is Oxfam going directly to the internet to mount a campaign against a corporation (in and of itself a cool thing - proving yet a gain the power of the internet), the corporation responded in kind.
This type of one to one presentation of views has never happened before in such a powerful way. It could herald a new method of consumer/producer interaction, which of course may spill into political spheres. All because of the internet.
It is proof that the internet is radically changing the face of our entire society, so much so that we are only on the cusp of realizing what may happen. Geeky enough for you now?
>> How hard is it to post something on Youtube, a free service?
uh well, it's easy to post on youtube, but I think you're missing the point.
Most big megacorps don't "get it" Their decision making process involves things like lawyers who always fail on the side of caution. That's why, if you posts some completely made-up allegations about, for example Bank of America, then (if they even noticed what you had done) the Bank of America corporate execs would have a meeting in their conference room on the 400th floor of some far off building. They'd have to call in the CTO to explain to them exactly what this "ewe toob" thing was. Then the lawyers would caution against making any kind of direct rebuttal, because that might be seen as *insert lawyer-speak here*
Meanwhile, Starbucks goes, "wtf, get a webcam we're going to respond to this bullshit"
So you see, the point here isn't the ease or difficulty of youtube. The point is the that one corporation gets it and made a simple, common sense move.
(btw, I hate Starbucks)
What does that have to do with anything? From the intro to your post I was expecting some refute to the claim that Starbucks pays higher than market value for their coffee. Instead you offered a bunch of proof of the fact that the average Ethiopian is poor. How is that Starbuck's fault? They are not responsible for the welfare of the Ethiopian people, they do appear to be trying to help, but to use the fact that Ethiopians are poor as 'proof' of Starbucks not being socially responsible seems to be a bit of a stretch.
Starbucks is certainly quite successful at projecting an image of social responsiblity, yes - so much so that uninformed people like you believe that they created the fair trade movement, when actually Fair Trade is a decades old idea and Starbucks use of a tiny amout of Fair Trade coffee is just greenwash.
While Starbucks is certainly not the Pure Concentrated Evil of, say, a Halliburton or a Monsanto, neither are they the angels that their PR department would like you to believe. That they seem to treat their direct employees fairly well, is no indication of what ethics apply (or don't apply) to their deals with suppliers.
Uh huh. So rather than owning one's own small business, being a successful entrepreneur, the new American dream is to work for a national franchise, so that you can get health insurance. How incredibly fscking sad is that?
Tom Swiss | the infamous tms | my blog
You cannot wash away blood with blood