Starbucks’s customers seem to be offended by Starbucks Chief Executive Howard Schultz’s declaration, promising to employ thousands of refugees, post President Donald Trump’s first executive order that temporarily banned travel from seven mostly-Muslim nations.
Schultz in a letter to employees said the promise of the American Dream was “being called into question” and that “the civility and human rights we have all taken for granted for so long are under attack.” After the announcement was made on the January 29, Trump supporters have been taking over various social media platforms, calling for a boycott of America’s favorite coffee chain.
YouGov BrandIndex tracked American consumers’ emotions toward the brands/companies and their willingness to purchase from those brands noted the declining popularity of the Starbucks, during this boycott.
“Consumer perception dropped almost immediately,” said YouGov BrandIndex CEO.
Starbucks’ consumer perception levels took an immediate hit as measured by YouGov BrandIndex’s Buzz score, falling by two-thirds between January 29 and February 13, and has not recovered. Before Schultz’s refugee vow, 30% of consumer would consider buying from Starbucks the next time they made a coffee purchase which dropped to a low of 24%, according to a YouGov spokesman.