Well, it looks like the Starbucks brand has taken a hit after announcing plans to hire 10,000 refugees. Starbucks CEO Howard Schultz decided to ‘take a stand’ in defiance of Trump’s immigration executive order and penned a message to the world vowing, among other things, to hire 10,000 refugees over the next 5 years and “build bridges, not walls, with Mexico”.
Zerohedge reports:
Unfortunately, Schultz quickly found out the hard way that while most adult-aged Americans can agree that they like coffee, roughly 50% disagree with his leftist political opinions. Which, according to Yahoo Finance, has sent the company’s “brand perception” into a downward spiral since January 29th.
The coffee giant’s consumer perception levels have fallen by two-thirds since late January, according to YouGov BrandIndex.
The perception tracker measures if respondents have “heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative.” In Starbucks’ case, perception is still overall positive, but significantly lower than it was prior to CEO Howard Schultz published a public letter outlining the company’s plans to give refugees jobs.
YouGov says that there’s reason to believe backlash will impact the chain’s bottom line. Two days before Starbucks’ announcement, 30% of consumers said they’d consider buying from Starbucks the next time they were craving coffee, the highest proportion in nearly a year. Now, the percentage is down to 24%, according to YouGov.
Here is the proof from Yahoo Finance:
Starbucks Stocks shows a drop according to Yahoo Finance
Some comments of note:
thussaiththewalrus –
I’m with you! And, while Jewish billionaires (who have been honored by Isreal) are “not required” to support any and all anti-Jewish causes, I am STUNNED that someone who IS Jewish, and aware of Israel, is SO COMMITTED to support illegal Muslims who are sneaking into this country, and, who have not only killed Christians, but also are committed to eliminating Israel from the face of the earth.There are no words to describe the disdain I feel for someone so foolhardy with the safety of the USA, and the future of freedom, as Howard Shultz.