Welcome to the DumpStarbucks.com News!
In 32 states, voters have said—in no uncertain terms—that marriage is the union of one man and one woman. Not exactly news, but Starbucks is still catching up with this fact.
This past week Forbes Magazine picked up a survey done by BrandIndex on why conservatives have soured on Starbucks since the coffee giant announced its support for same-sex marriage this past January. The article specifically cites the DumpStarbucks.com campaign as a significant part of the equation: "The conservative group National Organization for Marriage launched a 'Dump Starbucks' campaign in response to the coffeehouse's decision. Perception after the statement consistently increased for Democrat consumers and decreased among Republicans."
BrandIndex issues a Buzzscore for each brand they measure. In January, Starbucks enjoyed a Buzzscore of 15.7 from liberals and 14.6 from conservatives. Since Starbucks' announcement of its corporate support for same-sex marriage, and the subsequent launch of our DumpStarbucks.com campaign, their support from liberals has increased to 19.3, while support from conservatives has dramatically decreased—to only 10.7, (and it appears to have dipped as low as about 7.5)!
Both of these figures are still positive: but take a look at the trend lines provided by BrandIndex;
The gap between liberals and conservatives on Starbucks has widened from 1.1 in January to 8.6 today, in large part due to the company's support for same-sex marriage. I don't know about you, but I would be pretty unhappy if this was how my "non-political" coffee company was being viewed by conservatives in the United States.
What you can do this week:
Forward this message to one friend via email or Facebook:
In January of 2012 Starbucks came out in support of same-sex marriage, saying that "[i]t is core to who we are and what we value as a company." I know that you share my belief that marriage is the union of one man and one woman so I thought I'd send you the address of www.DumpStarbucks.com where you can join me—and 45,000 others—in letting Starbucks know we do not believe this is the correct position for their company.
Thank you for your continued support.