We mentioned in other of our posts, the importance of Storytelling for brands and how it drives to success. And the brand Starbucks is a great example of a brand that can engage with their costumers and add value back to the community.
On September 2016, the Starbucks executive chairman (and former CEO), Howard Schultz introduced the first season of Upstanders, a series that features stories about Americans showing acts of courage and humanity across the country.
Upstanders is just about to launch Season 2 with stories that feature from an executive chef who quit his job to start a restaurant staffed by former juvenile detention inmates, to the entrepreneur addressing poverty in his hometown.
As regards Schultz, the purpose of these series is to show the role and responsibility of public companies in today’s world. Starbucks CEO said that it is not only about creating financial performance and shareholder value, but also to add value back to our society at a time when I think we really need it. And he also stated:
We’re not preaching. We’re not selling. We’re just sharing.”
No matter if you’re in the restaurant or retail market, brands should get involved with the community more than just selling their products and attracting new customers. They should learn from these big and great companies that care and know how to add value to the society.