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Starbucks Global Responsibility Report

Cone has worked with Starbucks on its Global Responsibility (GR) strategy and communications since 2002. During this time, Cone has provided strategic counsel, issues management and worked on various projects that have leveraged our firm's core competencies.

Program Elements

Between 2003 and 2006, Cone was instrumental in the naming, branding and subsequent communications related to C.A.F.E. Practices, Starbucks' coffee buying standards. We have also helped to facilitate many of Starbucks' stakeholder engagement efforts, both domestically and internationally. These efforts have been aimed at activist communities, development NGOs, online communities and governments, among others.

In June 2008, Cone developed a comprehensive communications strategy for Starbucks aimed at strengthening the company's reputation among consumers and branding its GR commitments as “Starbucks® Shared Planet™.”

In 2009, Cone worked with Starbucks on its overall strategy and content for its current and future GR reporting. Our work includes determining issues that are most material to the company, developing key messages, drafting original content and working in collaboration with the project's creative design partner.

Results

Starbucks, ability to reach audiences and effectively communicate its commitment to Global Responsibility has earned the company considerable recognition and strengthened its reputation:

  • Named one of World’s Most Ethical Companies in 2009
  • Listed as one of FORTUNE’S Most Admired Companies since 2003
  • Honored as one of the 100 Best Corporate Citizens since 2000
  • Included in Dow Jones Sustainability World Index since 2001
  • Received the 2005 World Environment Center’s Gold Medal Award

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