The brand image of Starbucks has fallen sharply since the company announced its intention to recruit refugees.
The graph below shows the image of the established brand by YouGov [international society for market studies] since October of last year. The red arrow indicates the time when Starbucks announced its intention to hire 10 000 refugees.
a Starbucks has taken quite a hit since the company announced its plan to hire 10,000 refugees in the world over the next five years, in response to the order of Donald Trump intended to prevent refugees from entering the United States.
The index of trust of consumers towards the coffee giant has declined by two-thirds since the end of January, according to YouGov BrandIndex.
« . […] In the case of Starbucks, the consumer perception is still positive overall, but substantially lower than what it was before the CEO Howard Schultz published an open letter outlining the company’s projects to give jobs to refugees.