Resumen de Corporate Activism and Quality of Life: Starbucks Corporation Case Study

Joaquín Sánchez Herrera, Teresa Pintado Blanco, Carlota López Aza

• This case study explores Starbucks’ social marketing campaign through a corporate activism strategy. Our aim is to gain a perspective of this problem based on the quality of life theory. This led to our study of Starbucks’ social activism campaign for the hiring of 10,000 Syrian refugees in the US between 2017 and 2022 with three basic objectives in mind: (i) help one of the most vulnerable groups in the context of wars and terrorism, giving them a second chance to rebuild their lives and that of their families, (ii) materialise their social commitment in those areas where the company operates, and (iii), from a social marketing perspective, contribute to the change of attitude of citizens towards this group in particular.Starbucks’ economic indicators, as well as the social, economic and demographic conditions in the United States with respect to refugees, are shown for this case study and analysis. So far, the campaign has managed to recruit 2100 refugees (data updated to December 2019), from 12 different countries, in its establishments in the United States, Canada and Europe.Finally, readers are invited to reflect on whether the arrival of Syrian refugees in the US can have a positive impact on the quality of life for the nation and for Starbucks workers.