Charitable thinking

Charitable thinking

US – Starbucks is showing its propensity for philanthropy with its first original content video series.

Article/20072 d8e
Upstanders by Starbucks, US

US – Starbucks is showing its propensity for philanthropy with its first original content video series.

  • The free series, Upstanders, features 10 motivational stories from around America
  • It will be publicised on Starbucks’ retail and digital channels

Starbucks is following in other brands’ footsteps by introducing original video content, but the coffee brand is ensuring it highlights the charitable nature of its new commissions. Upstanders is made up of 10 features, each of which lasts about five minutes and relays altruistic stories such as that of John D’Eri, who employs people with autism to work at his carwash.

The content is not designed to advertise Starbucks products, but is instead a stand-alone venture in the vein of its Race Together campaign, which was intended to open up the forum for a discussion on race in America, but was criticised for being too superficial. This time, however, Starbucks is delving much more deeply into the topic of Upstanders, with written stories and podcasts to accompany the video content.

At its launch, the company’s CEO Howard Schultz reiterated the purpose of the multimillion dollar campaign. ‘America won't be fixed by the people in Washington,’ he said. ‘It will be fixed by everyday people doing extraordinary things for their neighbours.’

The Big Picture

Brands are taking a stand in promoting causes that they believe in, but that are not necessarily linked to their products. Read more about Brandstanding in our Backlash Brands macrotrend.

Discover More News
Alzheimer’s awareness ad turns the loading icon into a metaphor for memory loss

News

Alzheimer’s awareness ad turns the loading icon into a metaphor for memory loss

Alzheimer Foundation’s latest campaign harnesses a universally frustrating digital metaphor – the buffering or loading icon – to evoke the heartbre...
Advertising : Health : Alzheimer's
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Media & Entertainment : Vintage Fashion
Stat: F1 fans are increasingly embracing zero-alcohol choices

News

Stat: F1 fans are increasingly embracing zero-alcohol choices

A new study commissioned by Heineken reveals a cultural shift among Formula 1 fans, with growing demand for moderation and zero-alcohol options.
Food & Drink : Sports : Formula 1
 McDonald’s gamifies fast food detours in Side Missions campaign

News

McDonald’s gamifies fast food detours in Side Missions campaign

McDonald’s is turning spontaneous snack runs into playful quests with its new Side Missions campaign.
Gaming : Advertising : Food & Drink
 Touchland and Crocs unveil personalised hand sanitiser with charms

News

Touchland and Crocs unveil personalised hand sanitiser with charms

Touchland and Crocs are getting ahead of the back-to-school season with a new limited-edition collaboration designed to appeal to Gen Alpha’s desir...
Fashion : Beauty : Gen Alpha
Stat: UK Gen Z champion imperfect sustainability in fashion

News

Stat: UK Gen Z champion imperfect sustainability in fashion

Gen Z are driving a nuanced shift in fashion, where quality and durability are increasingly valued, but not at the expense of affordability. Accord...
Gen Z : Fashion : Sustainability
The Palladium Hotel Group reframes luxury as logging off in new holiday campaign

News

The Palladium Hotel Group reframes luxury as logging off in new holiday campaign

The Palladium Hotel Group is positioning digital disconnection as a modern luxury in its latest in-house campaign.
Advertising : Travel & Hospitality : Digital Detox
Lululemon taps into civic fandom with Lewis Hamilton partnership

News

Lululemon taps into civic fandom with Lewis Hamilton partnership

Lululemon has unveiled Formula 1 champion Lewis Hamilton as its latest global brand ambassador, marking a strategic evolution in the brand’s approa...
Fashion : Sports : Social Impact
Stat: Vibe-based budgeting is shaping young consumers’ spending habits

News

Stat: Vibe-based budgeting is shaping young consumers’ spending habits

Amid economic uncertainty, Gen Z and Millennials are turning to vibe-based budgeting – adjusting spending based on how the economy feels rather tha...
Gen Z : Millennials : Finance
Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

News

Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

Asahi Super Dry has launched a bold new campaign film starring English rugby union player Ellie Kildunne, spotlighting the confidence, creativity a...
Sports : Food And Drink : Advertising
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN