Providing a platform for policy makers to hear from the refugee community.
Background
Cavendish supports the business in understanding the policy environment as it emerges, but more broadly at the standing of the brand in political circles. We do this by looking at the business and advising on what stories it should tell about itself. Starbucks deals with several inaccurate pre-conceptions and our counsel is based on pulling out the aspects that confound critics or by focusing on new initiatives that will do likewise.
One of such initiative was Starbuck’s global refugee hiring programme, which was introduced in response to President Trump’s restrictions on refugee applications in the USA. The programme included the UK, its biggest territory in the EMEA market, and would see applicants placed in the business across England, Scotland and Wales.
Strategy
- Starbucks used its footprint to deliver tangible social good and provided a platform for policy makers to hear first-hand from the refugee community.
- Ensured these policy-makers reassessed the brand and their pre-conceptions at a time when ideological politics was on the rise.
