Responsibility

Starbucks has “always believed that businesses can - and should - have a positive impact on the communities they serve.”  No other words describe quite as well just exactly what the Responsibility subpage and subpages are concerned with.  This is a very broad area though, and Starbucks quickly narrows the field by indicating textually that they are interested in “Community, “Environment,” “Sourcing,” and “Wellness” responsibility.  The Responsibility subpage makes this known immediately through listing the four responsibilities they are dedicated to.  There is a sense of credibility here, because naturally, only the company can tell the reader what they care about.  Also, credibility is built as the reader explores each area and their respective subpages.  These subpages explain specific details that Starbucks cares about.  On the Environment subpage, the text lists “Recycling,” “Energy,” “Water,” “Green Building,” and “Climate Change.”  Each category has its own subpage informing the reader what Starbucks has done with or about that specific concern.  Also, credibility comes in the shape of the reliable blog on the bottom left of the page.  This time posts are concerned with topics such as climate change and recycling and authored by people within the company who work directly with these issues.  The blog continues to add credibility through listing posts about each of the four original Responsibility categories.

The big four responsibilities and their respective sub-responsibilities appeal to an audience that cares about corporate responsibility.  Starbucks is tapping into the social trend of concerned consumerism.  This text exploits that trend for the company’s benefit, while also legitimately providing the information readers value.  The text appeals to the reader through specific textual information and images showing exactly what Starbucks cares about and has done.  Furthermore, in a move to invite participation, Starbucks encourages readers to help out as well by purchasing a reusable and refillable tumbler to avoid unneeded waste.  And, as usual, readers have social media links allowing all this information to be easily shared.