CEO Schultz has said the company is trying to use its popularity to 'elevate the conversation and make a positive difference ' The campaign encourages staff to write 'Race Together ' on cups and strike up conversations about race as they serve customers their coffee . The company was widely ridiculed on social media for being naive and was accused of using racial tensions to boost its bottom line .
CEO Howard Schultz has said the company is trying to use its popularity to 'elevate the conversation and make a positive difference ' The campaign encourages staff to write 'Race Together ' on cups and strike up conversations about race as they serve customers their coffee . The company was widely ridiculed on social media for being naive and was accused of using racial tensions to boost its bottom line .