In January, when Starbucks announced a plan to hire 10,000 refugees over five years, it may have hoped to gild its reputation for doing good. But, if so, it was in for a rude surprise. By mid-February, its brand perception score had fallen by two-thirds, according to one ranking.
Apparently many consumers were influenced by a #BoycottStarbucks outbreak on Twitter (a patriotic “movement” according to Breitbart) and by a meme suggesting the coffee giant was privileging foreign workers over veterans (even though Starbucks has a separate program for veterans).
Image: The 10 brands consumers say have the most “purpose.” (Image: courtesy Enso)
