Sustainability in Farming and PR

Each year, I eagerly anticipate the arrival of the Starbucks for Life promotion. As a devoted Starbucks coffee drinker, I relish the chance to win prizes — and last year it involved shaking a globe to gather game pieces. To my pleasant surprise, I learned about daily free plays by completing a simple form and watching a video about environmental stewardship and sustainability.

 Companies like Starbucks are increasingly demonstrating their commitment to sustainability and ethical supply chain practices. In this instance, the company required Starbucks for Life participants to watch a video about the company’s coffee procurement practices, commonly referred to as its Coffee and Farmer Equity (C.A.F.E.) practices. Through this video, viewers gain insights into the company’s commitment to collaborating with coffee growers who adhere to sustainable cultivation methods.

According to a 2023 report on Generation Z, sustainability emerges as a top priority for this demographic. Individuals in this age group (13-29) demonstrate a heightened awareness of sustainability, materials sourcing and supply chains practices compared to any other generation. Thus, it’s no surprise that brands like Starbucks are prioritizing the dissemination of such information to their customers — and doing so in an engaging and fun manner through initiatives like Starbucks for Life.

As communication and public relations practitioners, how can we effectively spotlight our company’s sustainability efforts while fostering fun and active participation among both our employees and customers?