( CNN ) There is a controversy brewing about Starbucks and its new `` Race Together '' campaign . The ubiquitous coffee shop company was mocked for its decision to have its employees write the words `` race together '' on its coffee cups and start a discussion on race . But what 's so bad about that ? Should n't we commend Starbucks for trying to be good corporate citizen , to walk the talk , as it were ? Starbucks CEO Howard Schultz announced the company 's new campaign this week , which he described as `` an opportunity to begin to re-examine how we can create a more empathetic and inclusive society . '' In other words , grab a cup of coffee and let 's talk about race . `` We have problems in this country with regard to race and racial inequality , '' Schultz said in a video to corporate employees . `` We believe we 're better than this , and we believe the country is better than this . There is a need for compassion , empathy and love towards others . '' And he has indicated that the new move is not mandatory for its employees . This is what Schultz calls `` conscious capitalism . '' It is an example of businesses who want to serve the community , get ahead of the curve rather than pander to what they think customers want , and show that they care about something other than getting paid . theGrio.com : Creflo Dollar is further proof that prosperity gospel is full of 'false profits ' Of course , we would be foolish to think that Starbucks or any company would engage in such a strategy separate and apart from a profit motive . After all , the company , like any other money making enterprise , wants to make more money . And capitalism is all about making money . And yet , there are different pathways to getting there , and maybe Starbucks is showing us a new way . Perhaps you think that their approach is corny , and yes , the company has faced a lot of attacks online for their stance . But the attacks are distracting us from a very important problem , one which many people would rather not discuss , with or without their coffee . Clearly some people do want to talk about race , and there is a desperate need to confront the issue head on . What we are witnessing as a society is a new movement led by black women and spurred by the killing of black people such as Michael Brown and Trayvon Martin , Renisha McBride and Eric Garner , John Crawford and Tamir Rice , and many more , whether by police or by armed vigilantes . theGrio.com : Blacks are treated 72 percent as well as whites . People of all colors and persuasions have participated in # BlackLivesMatter , # ICantBreathe and # HandsUpDontShoot protests and die-ins across the nation . Race is part of the town hall , the public square . It always has been , but what is different now is that the issue is once again being placed on the front burner . It only makes sense that actors and players in society , including corporations such as Starbucks , would want to become part of that new dynamic . At a time when so many corporations are coming under fire for their questionable , exploitative , even deadly business practices , Starbucks is trying to be a responsible corporate citizen and part of the solution . Corporate America makes a great deal of money , and just as some corporations have benefited historically from slave labor and exploitation , some corporations today attempt to get ahead by cutting corners , underpaying their workers with poverty wages , cheating their customers with bad mortgages or polluting the environment . Meanwhile , other companies take a completely different approach and realize that by giving back to the community , supporting worthwhile causes , and initiating important discussions not only helps their bottom line , but improves society 's bottom line . Of course , we can not pretend that having a talk about race over coffee will solve America 's problems , just as President Obama 's `` beer summit '' over the racial profiling of Harvard Professor Henry Louis Gates fell short of fully capitalizing on one of those `` teachable moments . '' theGrio.com : Let 's stop the 'struggle equation ' Race in the United States is not merely about who likes or who does n't like you , or who calls you the N-word or does not want to live next to you . Racism is a system of power dynamics and institutions that must be made to change . But these institutions are made of people , and people do have to talk . And drink coffee . And who knows what can happen when people start to talk about race ? Maybe they will even think about things in a different way . So , let 's not attack Starbucks for doing the right thing and getting the ball rolling on race . The only thing worthy of criticism is that other companies have n't done it , and that 's something that needs to change . More : What Starbucks ' # RaceTogether campaign missed .
Starbucks encouraged baristas to discuss race with customers . David Love : Starbucks deserves credit for tackling race , an issue that Americans need to talk about .