Organization Chosen: Starbucks

Key Messages

Starbucks messaging is rooted in sustainability and ethical sourcing. They communicate these core messages on their company website and social media. Reenforcing that the company gives more than it takes. 

• Starbucks is committed to reducing waste and promoting sustainable practices through its reusable cup program and waste reduction strategies. Encouraging customers to adopt reusable options helps reduce single-use waste and promotes a more eco-friendly coffee culture.

• Starbucks is dedicated to ethical sourcing, ensuring that its coffee is sustainably grown and supports farmers worldwide. By prioritizing responsible sourcing, Starbucks helps maintain high-quality coffee while fostering economic stability for coffee-growing communities.

Target Audience

Students and academics make up a significant portion of Starbucks’ customer base. Many rely on Starbucks as a study space, taking advantage of free Wi-Fi and a comfortable environment. These customers appreciate sustainability initiatives, making them a receptive audience for Starbucks’ eco-friendly messaging.

Millennials and young professionals are also key demographics. They value convenience, premium products, and ethical business practices. Many are willing to pay higher prices for brands that align with their values. Starbucks’ commitment to sustainability and ethical sourcing resonates strongly with this group, making them ideal targets for corporate social responsibility (CSR) campaigns.

Proposed Evaluation Methods

To measure the success of its campaign, Starbucks should track social media engagement. Monitoring likes, shares, and comments on CSR-related posts will provide insights into audience interest. A measurable goal, such as a 10% increase in engagement by the end of the campaign, ensures Starbucks can assess its impact.

Follower growth is another key metric. By setting a goal of a 15% increase in followers by May 2026, Starbucks can evaluate whether its messaging attracts and retains audience interest. A growing social media presence indicates the brand’s engagement with sustainability initiatives.

Sales of reusable merchandise serve as a direct indicator of customer adoption of sustainable habits. Tracking the purchase rate of reusable cups and related items provides evidence of the success of the campaign. Aiming for a 10% increase in sales of reusable products will help Starbucks measure the effectiveness of its waste reduction messaging.

By combining social media analytics with sales data, Starbucks can ensure its sustainability campaign is both impactful and measurable. These evaluation methods will provide valuable insights into how well the message resonates with its target audience and drive continuous improvement in its CSR efforts.

Channels and Tactics

Starbucks will promote this initiative on Instagram, TikTok, and LinkedIn to maximize reach.

Instagram will showcase engaging visuals, reels, and influencer collaborations. TikTok will leverage trends, challenges, and user-generated content. LinkedIn will highlight Starbucks’ sustainability efforts through articles and professional discussions.

These platforms ensure strong engagement with students, young professionals, and sustainability-conscious consumers.