Ethos Water is a brand of products currently sold in Starbucks stores in North America. Starbucks declared that buying the water will contribute to helping to improve the quality of water in third world countries, arguing, that part of the proceeds is transferred to NGOs, and that they take action to improve the purity of water in the world and improve access to drinking water. Opponents accuse the company, because in reality it donated only 5 cents on a $ 1.80 dollar bottle (10 cents from every bottle in Canada) was passed for the above purpose, and showed that the Ethos Water was not the nature of charity, but was a commercial brand of Starbucks, which brought the company profits from the sale (over 94% of the income effect on the company’s account.) Since then, Starbucks has changed the appearance of Ethos water bottles, stating on the packaging, how much money is actually transferred to charity.
Recycling and environmental protection. Organizations that protect the environment, accuse Starbucks of a negative impact on the environment. In autumn 2008, the British newspaper wrote that every day Starbucks was wasting 20 million liters of water. In 2007, Starbucks ordered in North America 2.5 billion paper cups, but it turned out that most of them can not be recycled because they contain plastic parts. Starbucks, however, to a large extent is committed to protecting the environment.
The corporation financed the creation of online game Planet Green Game, which expands knowledge about global warming. The company has also decided to launch a campaign called “Starbucks’s Grounds for Your Garden” (Starbucks beans for your garden), which is the transfer of used coffee beans gardeners. These grains can be used to fertilize the soil, which is also the most environmentally friendly method of disposal. Workers Cafe in New Orleans helped in the renewal of urban parks damaged by Hurricane Katrina.
In various places in the United States a number of Starbucks outlets have been subjected to attack a number of parties who argue that the company became part of American cultural homogenization and globalization that swept the world. Different forms of attack, from a scribble on the walls, pouring glue in door locks and windows of stores to make people enter or contaminate, until the installation of a notification letter with a fake letterhead of contents Starbucks announced with great regret about the closing of the “thousands of outlets in the whole world.”
All in all, it can be stated that the Starbucks Corporation has had considerable challenges and also opportunities for development in many countries of the world where it is not still present. The slogan “Wake up and smell the coffee — Starbucks is everywhere.”¯ reflects the popularity of the Starbucks coffee shops and shows the perspectives and interest of millions of people in the brand.