Since Starbucks announced it would hire 10,000 refugees in response to President Trump’s executive order targeting immigration, the company’s popularity has plummeted.
Starbucks CEO Howard Schutlz had released a statement in which he said, “Let me begin with the news that is immediately in front of us: we have all been witness to the confusion, surprise and opposition to the Executive Order that President Trump issued on Friday, effectively banning people from several predominantly Muslim countries from entering the United States, including refugees fleeing wars.” He continued, “There are more than 65 million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years in the 75 countries around the world where Starbucks does business.”
As Jazz Shaw points out at Hot Air, “According to Yahoo Finance, the company’s popularity, as measured by the YouGov BrandIndex, rankings have completely tanked.”
Yahoo Finance reported that 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 was significantly lower than it was prior to when CEO Howard Shultz published the public letter stating the company’s plans to give refugees jobs.