Global Sustainability, Local Impact – Starbucks' Social Marketing Strategy
Starbucks balances global sustainability goals with localized social efforts to stay relevant in diverse markets. How does it maintain brand consistency?
At a glance
Annual Revenue (Global)
US$ 36.2 billion
as of FY 2024 (Year Ended Sep 2024)
Stores (Global)
40,199
as of FY 2024 (Year Ended Sep 2024)
Global Social Strategy
People, Sustainability, Ethical Sourcing
Abstract
Starbucks has strategically integrated social marketing into its global operations, balancing brand consistency with localized initiatives to drive business success and social impact. Through various initiatives, Starbucks has made efforts in sustainability. However, the company faces challenges in maintaining consumer trust and avoiding accusations of greenwashing. Transparency and accountability have become critical in ensuring the authenticity of its social marketing claims.
This case study explores the company’s approach to cause marketing and sustainability, analyzing key programs such as Japan’s Hummingbird Program, Thailand’s farmer support initiatives, and the Starbucks College Achievement Plan in the U.S. Starbucks has leveraged social marketing principles to enhance customer loyalty, promote ethical sourcing, and strengthen its corporate reputation while addressing pressing social and environmental issues. By evaluating Starbucks’ global and local strategies, this case study provides insights into the evolving landscape of corporate social impact and its implications for brand value and long-term success.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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