Starbucks is introducing new measures to go green. The coffee company has announced a long-term proposition to become “resource positive”, or giving more to the environment than it takes, by 2030. Initiatives in the plan include introducing new plant-based menu items, replacing single-use plastic for reusable packaging, investing more in reforestation, forest conservation, and water replenishment, and developing an eco-friendly supply chain that minimizes waste while also encouraging customers to utilize reusable containers. Considering the company boasts the highest loyalty email open rates according to a Gartner report on the topic, getting responses for Starbucks’ consumer research shouldn’t be a tough task.
In honor of Starbucks’ upcoming 50th anniversary in 2021, the company released three preliminary targets to reach in the next decade: a 50% reduction in waste sent to landfills, a 50% carbon emissions reduction, and for 50% of water used in operations to be conserved or replenished. The company has also partnered with NextGen Consortium to fund compostable and recyclable cups, joining McDonald’s, which recently announced the same partnership.
Starbucks is wasting no time in becoming waste-free. Brands hoping to raise the sustainability standard while also benefiting business might take a page from Starbucks’ playbook.