With Reusable Coffee Cups to a Greener Future
Starbucks Ecoffee was not the first environmental effort the Starbucks Company has made. In fact, the popular coffee company has been rewarding their customers with a discount when they bring personal tumblers.
Goals towards a greener planet
Starbucks has clear goals they stated in their progress report. Since 2008 the coffee company has made efforts to increase the use of reusable coffee cups.
In 2011, the company outlined strategies and objectives including the goal to serve 5% of beverages in personal tumblers by 2015. In the past decade, the number of tumbler users for Starbucks has increased, and Starbucks reached their goal to serve 5% of their beverages in reusable cups.
Reusable Cup promotion in the Philippines
In summer 2017, Starbucks Philippines had the Reusable Cup promo. There are two steps to the promotion:
- Whenever consumers bought a product for at least P250 ($), they would get one coupon.
- For five collected coupons, the costumers are able to redeem any of the four limited edition Starbucks Reusable Cups (as seen in the picture).
This promotion encouraged people to purchase more products, and ultimately had a positive impact on the environment.
The needs and wants of Millennials
And those efforts will not be the last ones: The trend of using your own tumbler for your Starbucks coffee is ongoing. One of the reasons is that Millennials, the predominant generation, have a different mindset when it comes to the environment. Younger people are more environmentally aware; they know that changes need to be made in order to make our earth more sustainable.
With the recent Starbucks Ecoffee campaign, consumers can create their own personalized tumbler for their Starbucks beverages. This is another characteristic of this generation: They love personalized and customized products. It makes them feel special and unique.
Stick to what’s important
What all of those environmental promotions show, is that Starbucks especially cares about two important things:
- The sustainability of our planet and
- The needs and wants of their customers
Ultimately, those are the things that should matter most to all companies, because the underlying concept is: Sharing is caring. We all share this world which is why we all are responsible to take care of it.