Starbucks is not only the leading coffee brand in the U.S., it also seems to be leading its baristas into becoming politically active. The coffee giant has recently partnered with TurboVote, an online voter registration application, and thereafter wrote employees a letter encouraging them to go out and vote.
In a report by Mashable, Howard Schultz, Starbucks CEO, said, "This is not about pushing a particular political agenda or candidate." He added that, "It is about far more than just the 2016 election. Our intention is nonpartisan, and it is simple: by helping to increase voter registration and participation, we believe more people will have an opportunity to make their voices heard."
Wearable Technology stated that employees at Starbucks will be registering through a portal exclusively provided by TurboVote. They will be entering their data on the necessary forms, which will then be printed and officially mailed. Starbucks will be the one to handle mailing costs.
On the other hand, employees who have already registered as voters prior to the partnership, will no longer make a new registration, but could utilize TurboVote to update their records. They can also use the portal to request for absentee ballots.
While this may be a new process for Starbucks' baristas, this is not entirely new for TurboVote, which has been existing since 2010. It has been a part of Democracy Works, a non-profit organization dedicated to the idea that "voting should fit the way we live." Turbo Vote has also partnered with colleges and universities, promoting voter registration.
Brandon Naylor, director of communications of TurboVote said in relation to Starbucks, "They had a very clear idea that they want to positively impact society." He further added that, "Rather than focusing on the horse race of the election or that sort of the thing it seems like they're very interested in promoting the civil society part of public engagement." In closing Naylor said, "This isn't necessarily a new foray for them and it shows because they totally have the passion and forethought to make sure this isn't a fly by night endeavor."
