When Starbucks announced their new race initiative, #RaceTogether, that would see baristas attempting to hold conversations with customers surrounding race issues, the Twitter backlash was swift and conclusive. Downgrading the importance of race relations — or patronizing the efforts of those who work tirelessly to discuss race in more fitting environments by suggesting it can be easily dissected while waiting in a Starbucks line — proved laughable to most and just short of offensive to others.

Were it not for our collective eye-roll when it comes to the gimmicky nature of the corporate sanitization of various issues affecting our society, the outcry in response could have been relegated to just Black Twitter. However, given the diversity of social media, a community of citizens that is an actual microcosm of the world over, many, regardless of race, were unified in their expression of distaste. And that should tell Starbucks something. Continue reading →