Starbucks Anti-Trump Rant Crashes Brand Perception

The decision by Starbucks CEO Howard Schultz to defy President Trump’s extreme vetting executive order backfired.

Yahoo Finance

Starbucks’ brand has taken a beating since the company announced plans to hire 10,000 refugees worldwide in the next five years in response to Donald Trump’s executive order intended to prevent refugees from entering the US.

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.

For more information on Schultz’s decision read my Conservative Review commentary, “Starbucks gets scalded in backlash after CEO criticizes Trump’s travel ban EO.”

Schultz is a progressive activist and it was a huge mistake to use Starbucks as a vehicle to express his views about Trump.