Starbucks is going to fail. Sorry to all of you caramel half frap, double whip, macchiato, cappuccino lovers, but the coffee empire is going to go out of business. Why, you may ask? Because they put ideology over profits. The recent flop of Solo, A Star Wars’ Story is evidence of this same phenomenon.
Star Wars is a beloved movie franchise, and because the producers and directors put ideology over profits, the fans have had enough. The movie tanked, and no one wants to see Star Wars movies anymore. They don’t buy the merchandise, and lifelong fans are walking away. Expect the same to happen with Starbucks soon.
There won’t be any one incident that shows Starbucks their future, but several years of declining profits and customer satisfaction will put the chain out of business. The reason is you cannot preach ethics to your customers through a customer dependent organization. You can make your ethical standards known, and hope people will choose to patronize your business, however, you cannot get a large customer base from being mostly neutral on ethical stances, and then take a radical stance, all the while expecting your customers to be OK with it.
The economy is going to start to constrict, and customers’ budgets will constrict with it. This is going to force people to decide where their loyalties lie, and they aren’t going to side with the organizations that are preaching moral superiority to their customers.
Additionally, losing 12 million dollars’ worth of revenue to put all of their employees through implicit bias training, something which is a complete scam, is clear evidence of poor business practices. If I were a stock holder in Starbucks, I’d be selling, and I won’t be surprised when others start to do that as well.
Another example of companies choosing ideology over profits and suffering for it is ABC Network cancelling Last Man Standing, and most recently, Rosanne, simply because the producers do not like the actors’ personal political views.
Businesses cannot dictate ethics to a society. They can only profit from them or suffer because of them. If selling sex slaves is very popular in your society, you will make a lot of money if you are really good at selling sex slaves. If, however, you insist on being a sex slave seller that berates his customers about the evils of slavery, you are going to go under quickly. Business serve customers. If you don’t like what the members of your society are buying, offer a better option or try to change the society. Don’t attempt to rebuke people into buying what you are selling. They will resent you for it.
I don’t care for Starbucks, or coffee in general, however, apparently their coffee is good. If they want to survive as a company, they need to get back to selling products customers want, and keep their cultural commentary to themselves. The same is true for ABC and Disney. You will not survive as a company expecting people to buy what you want to sell them instead of selling them something they want to buy.