Changing the world one cup at a time . . .

Most who know me, understand my commitment to change.  And, the majority of the time, I talk about change from an individual perspective. However, there is no question about the relationship between individual change and the "whole".  These days I find myself more and more agitated, concerned and downright upset when I look at the lack of responsibility in the world.  

I have considered whether or not to make a posting like this, but let's view this as suggestive and not an attack.  Furthermore, those who know me well, know I am a big fan of coffee (one of my few vices), hopefully I don't get banned by my local Barista!  

Whether you are a fan of corporate coffee or prefer the locally owned roaster of fair trade beans, you cannot dispute the amazingly large impact of the coffee house.  Social gatherings, business meetings, mobile office (with free WIFI) . . . coffee is a big part of our culture.  

Today's topic - Starbucks.  Although I prefer to french press a fair trade Bolivian when at home, I admit I frequent Starbucks locations pretty often.  From a marketing and customer service perspective, I actually think they do a great job...the employees recognize me, engage me in conversation and usually know my preferred beverage.  They do commit to initiatives around the world, using post consumer recycled materials in their cups (however only 10%, but 60% in the sleeves) and a number of other positive things.  In fact, a recent article indicates their further commitment as part of their "shared planet" program to use 100% recyclable cups by 2015...good start.  But, that's a long way away.  You can imagine how many cups are used around the world at Starbucks each day, not to mention all of the other chains and independents.  

Not long ago, I was working in one of their shops and went up to the counter for a refill, handing them my cup to re-use.  That cup, by the way was "double cupped" since they felt the coffee was so hot; considerate that they didn't want me to be burned.  They gladly took my cup and tossed them both into the trash.  I of course protested; and was informed that this has always been their policy and is due to the health codes.  But, I could bring my own cup (which I have in the past) for re-use...not sure how that's more in line with any health codes however.  

To date, I have never seen a location with recycling bins available either.  When my wife and I started recycling, we were typically putting out 5-6 bags of trash each week, today we have 1-2 bags of trash and 2 bins plus 3-4 large bags of recycling...for those who think one person or one family can't make a difference!

Imagine the difference Starbucks could make.

Here is my suggestion:  Let's begin with just the major US metropolitan footprint of Starbucks. I would guess that there are multiple large recycling outfits that are also in those areas.  Why not develop a partnership with someone like a Waste Management to facilitate dedicated Starbucks routes.  The vast amount of material picked up would no doubt generate a revenue stream, as opposed to a cost for the handler.  I would bet you could support a small division at one of these firms with just your wasted cups/lids.  Or, we could take this one step further...take a revenue stream such as this and allow that capital to be used to facilitate other change.  Replace your halogen lights with compact fluorescent, fund other environmental initiatives or develop outreach programs to further support the changes that could be made industry wide.  

Millions of 2, 3, and 4 dollar cups of coffee have given Starbucks an amazing amount of power. And again, in many ways they use it wisely.  But together we can do more.  I'll bring in my own cup, and I'll continue to recycle yours at home, but it's time you get on the ball.  If we can do it individually, then we can all commit to doing it together.  Keep your 10-cent discount for those bringing in their own cups, I'd pay you an extra 10-cents to recycle the one you give me.

Perhaps together we can make a difference . .  . one cup at a time.

Josh Neimark - Agent of Change