Week 2: Sustainability; Idea of a sustainable business
Posted by Sarah on January 22, 2010
Last semester I took a class called Globalization Discourse, and we spent 15 weeks debating what the word “sustainability” meant. At the end of 15 weeks, the best I could come up with was “maximizing human quality of life while maintaining the integrity of the environment around us.” It took 15 weeks to come up with that broad definition. This brings up the issue with the sustainability debates and initiatives: what do you focus on? For the sake of this class, I will focus my attention on how urban and natural environments can sustain together with the growing population.
I love coffee. I love Starbucks. I love that Starbucks has a recent initiative known as the Starbucks Shared Planet. This initiative is “a commitment to doing business in ways that are good to each other and the planet” (FAQs). In three ways, Starbucks looks to be a leader in the sustainable business field. The idea of sustainable business is a good example of the merger between the urban environment and the natural environment. Starbucks uses ethically sourced coffee, acts as good stewards for the environment, and actively engages with the community to promote sustainable activities. These activities can be broken down to make more sense:
- Ethical coffee: Starbucks has set a goal of buying 100% of their coffee as responsibly grown and ethically traded coffee. According the initiative, ethically grown is defined as “farming in a way that protects the environment, preserves biodiversity, and limits pesticide use” (FAQ); ethically traded is defined as following “guidelines to help [farmers] earn higher prices so they can invest in their families and communities” (FAQ).
- Environmental Stewardship: This is the category where a business focuses on reducing their impact on the environment. For Starbucks, this means setting a goal of having 100% of their cups be reusable or recyclable by 2015, recycling 100% of waste generated in their stores, and minimizing use of energy, water, and other resources through renovating stores with new energy-saving technologies.
- Community engagement: Starbucks has realized that, while they can have a major impact on the sustainability revolution, it takes a whole community to really make an impact felt. As the initiative states, “Action inspires action.” Starbucks has a Social Entrepeneurs Fund, which encourages young social entrepeneurs to help Starbucks reach their goals and spread the word.
According to the frequently asked questions, Starbucks states that since it’s founding “being a socially responsible company has been part of [their] mission and guiding principles.”
On it’s website, Starbucks Shared Planet offers a customizable copy of their 2008 Global Responsibility Report. This allows a person to choose what aspects of Starbuck’s Shared Planet initiative to get a closer look at. For the topic of sustainability, what seemed the most interesting to look closer at are the steps Starbucks is currently taking to reduce it’s impact on the environment through creating “green stores.” In this section, Starbucks states “one big first step towards our goal is to have all new company-owned stores worldwide be third-party certified green…beginning in late 2010” (see LEED green building program). In stores that are currently existing, Starbucks has listed its ongoing efforts to reduce environmental impact. Such efforts include allowing air-conditioned stores to reach 75 degrees instead of 72 degrees, installing low-flow water valves throughout stores, and improving lighting efficiency, just to name a few. Starbucks will be opening 10 registered LEED certified stores in six different bio-regions in spring 2010.
Starbucks strives to be on the forefront of mixing business with the environment, combing the urban environment and the natural environment into one that allows the sustainability of humans and nature alike. Their Shared Planet Program site has so much to explore, and I encourage everyone to look at it and come back here with your opinions on the Starbucks effort.
What could happen if more businesses started taking these initiatives? What other businesses do you know taking initiatives such as the ones described here?
And, for fun, I have given you a link to the USF College Sustainability Report Card for 2009. It’s not just businesses taking these initiatives. Colleges are also on the forefront of sustainable design.
Edit: I just saw this blog that Starbucks posted via their twitter. It’s about overcoming barriers to 100% cup recycling.
Global Conservation 
Shawna Feinman said
First off, I want to thank you for posting all this about Starbucks. Caramel Brulee Frappacinos are my guilty pleasures.
Yet, I want everybody who reads this to remain critical of what these companies are doing. While I applaud the efforts, we need to remember that these companies, just by existing, have a much greater carbon footprint than what they are making up for…and they have the power and funding to do more.
Also the USF College Sustainability Report Card is sort of misleading. I’ve been actively involved with aspects of planning for the Presidents Climate Commitment (which is an aspect of the grade) and really I’ve heard nothing but people trying to cut corners and artificially boost the school’s grade. In addition, the parameters of the commitment are vague and require that the schools “plan” or “develop”. We are hitting most, if not all, requirements, but there is little change on campus. During the planning for the new Marshall Center there were students petitioning to have it LEED certified (around the same time Judy Genshaft signed the commitment), yet the efforts were wasted. And many students complain about the frigid temperatures, and lights that are ALWAYS on in there.
While I don’t want to come off as totally bashing all these efforts, I do think more can be done, and actions need to follow words. Looks like Starbucks is leading the pack in that aspect.
Kayla Barnes said
I honestly never thought a coffee company would be something that would put forth so much effort into taking care of the environment–or at least trying to diminish our impact on it. Even after I say that though, it makes sense since their coffee beans do come from the ground . I think it’s great that a mainstream internationally recognizable organization is putting forth effort into raising awareness about the environment; hopefully other companies could jump on the band wagon! I however do have to agree with Shawna in that the efforts that Starbucks is making–though wonderful–could be increased. And it’s not even just Starbucks, but all major companies everywhere. If every company, or college, did something to reduce their affect on our environment and sustainability then maybe the world would get somewhere.
Kayla Barnes said
Oh! Also Newsweek ranked the Top 500 Green Companies of 2009 and Starbucks was ranked at Number 10. Just thought I would add that in their for kicks.
Petra Hickman said
I think that it is awesome that such a global and influential company like starbucks would take the initiative to become a more green company. I also think that it is sad that the government does not act as swiftly and to the extent this company does.
Brianna O'Steen said
Publix Supermarkets has a program known as the Green Routine. It is designed to help reduce energy waste which ultimately saves the company money. While we know that keeping the extra dimes in their pockets is the number one concern, why not kill two birds with one stone? Every associate is required to take a course that outlines the program’s design, purpose and efforts. It is Publix’s hope that instilling these values of being more energy efficient within the workplace could be carried outside the stores as well. The goal is to make things better for the company as well as having people apply this to their everyday lives. This program is a small way that large corporations attempt to give back to our planet. Though Publix only thrives in five Southeastern states its efforts will not be as strong or noticeable as an international company such as Starbucks, however every little bit helps.
Aiden Reidy said
I think it is fantastic that Starbucks as well as so many other companies are seeing that there is a need to be sustainable. While some may be doing it for tax write-offs or some other benefit, the point is they are taking the research seriously and acting with the new information. As an Environmental Science and Policy major I am always interested in the idea that the work of those that hold positions I aim to hold some day will have an effect on changing the planet for the better. Humans, Animals, the earth itself and all that interact with it and each other.
To add to this, I am also a member of the Green Team. Another initiative set forth by Olive Garden (I work there). We are a sustainability team that just started last year as an initiative to lessen the impact we know we’re having on the environment. Using less water, less energy, and the technological advances that are out there even if it means spending a little more.