Starbucks aims to solve racism by writing on coffee cups

Starbucks has a plan to alleviate racial tension nationwide, one cup of java at a time.

Starting this week, the coffee chain's baristas will be encouraged to write "Race Together" on customers' cups to spark what will assuredly be even-keeled conversations about the sad state of race relations in America. The campaign is not a panacea, according to Starbucks CEO Howard Schultz, but rather a way to begin thinking about how the nation can "create a more empathetic and inclusive society — one conversation at a time."

Sure, it's a noble aspiration, but the campaign still smacks of opportune brand-building — "Buy our expensive coffee if you hate racism." Plus, preaching about racial inequality falls a bit flat when the company behind the pitch boasts a near-monochromatic leadership team.

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