So what does this all mean? In 2006, Starbucks built nearly 25 new stores a week (Knudson, 2005). In Penfield there are two Starbucks on the same street. Guilt-ridden consumers are buying into Starbucks because of their appeal as a place of relaxation for people who view themselves as more enlightened about the world. However, most of them know little about what they are doing. In Africa, where the majority of Starbucks’ coffee is grown, farmers work in dreadful conditions for less than one dollar a day. Starbucks buys the beans from these workers for incredibly low prices and sells them as the expensive, high-end Arabica bean coffee for more than ten dollars a bag. In addition to their appeal as being “exotic and cherished”, Starbucks advertises their coffee as being fairly traded, while in reality Starbucks is just another component of the beast of corporate globalization. But down to the bare bones, Starbucks is just another example of the social aspect of human nature. The coffee shop provides a place where no matter where you are, you can always be sure to enjoy the same exact beverage you can order at your neighborhood Starbucks. What began as a small chain in Seattle has expanded into a huge corporation that spans across the globe, reaching down into the lives of thousands of poor farmers from Africa to Indonesia. Carrying around your vente cup of Carmel Macchiato and listening to your Fleet Foxes CD might be cool, but what is the cost?
Conclusion
So what does this all mean? In 2006, Starbucks built nearly 25 new stores a week (Knudson, 2005). In Penfield there are two Starbucks on the same street. Guilt-ridden consumers are buying into Starbucks because of their appeal as a place of relaxation for people who view themselves as more enlightened about the world. However, most of them know little about what they are doing. In Africa, where the majority of Starbucks’ coffee is grown, farmers work in dreadful conditions for less than one dollar a day. Starbucks buys the beans from these workers for incredibly low prices and sells them as the expensive, high-end Arabica bean coffee for more than ten dollars a bag. In addition to their appeal as being “exotic and cherished”, Starbucks advertises their coffee as being fairly traded, while in reality Starbucks is just another component of the beast of corporate globalization. But down to the bare bones, Starbucks is just another example of the social aspect of human nature. The coffee shop provides a place where no matter where you are, you can always be sure to enjoy the same exact beverage you can order at your neighborhood Starbucks. What began as a small chain in Seattle has expanded into a huge corporation that spans across the globe, reaching down into the lives of thousands of poor farmers from Africa to Indonesia. Carrying around your vente cup of Carmel Macchiato and listening to your Fleet Foxes CD might be cool, but what is the cost?