Nives Dolsak is Stan and Alta Barer Professor in Sustainability Science and Director of the School of Marine & Environmental Affairs. Aseem Prakash is the Walker Family Professor and the Director of the Center for Environmental Politics. Both are at the University of Washington, Seattle.
Starbucks in Great Neck, New York, demanding the reinstatement of a former employee. What triggers public outrage towards firms? Big issues involving say pay disparities between the CEO and thousands of employees? Or something less dramatic such as the CEO’s use of corporate jets ? The Starbucks saga reminds us that we live in an era of heightened climate sensibilities, where corporate reputations are tarnished by small acts of CEO’s perceived climate transgressions.
This strategy seems to work most of the time—until it doesn’t. This, in short, explains the media outrage over Starbucks’ new CEO’s use of corporate jet to commute 1,000 miles from Newport, California to Seattle . Some might say that the enormous package is actually a very good deal for shareholders. After all, Starbucks’ stock price jumped by 25% in response to Niccol’s appointment. Thus, Niccol received only 4.3% of the wealth gain – shareholders got 95.7%.
In the spirit of lifestyle marketing, Starbucks proclaims its green agenda. On its website , it has a separate link to “Social Impact”, with sub-links to “.” But its impressive list of projects, activities and initiatives is not providing reputational insurance. Instead, the jet issue has triggered a moral outrage, uniting both liberals and conservatives, a rare occurrence in American politics!
Corporate Jets Brian Niccol Aviation Emissions Taylor Swift Chipotle Gulfstream
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