Starbucks: How to Pick a Side Reasonably

Most companies avoid entering political conversations, preferring to remain noncommittal for fear of losing customers. Sometimes, though, circumstances force business owners and managers to voice their opinions. This recently happened to Starbucks, and the company's response to being thrown into the middle of the gun-control discussion can provide several lessons in taking sides in a political debate.

1. Remember the company's values. Howard Schultz, the chief executive officer of Starbucks, made sure to emphasize the company's values in his open letter to gun owners. In his letter, Schultz shared the company's vision of being a place where people could relax and enjoy a cup of coffee. He stated the company always focuses on building communities, which includes ensuring all customers feel safe visiting Starbucks. The presence of guns, according to Schulz, could diminish those feelings of community and safety. Reflecting on the company's values can help you determine which side best aligns with those ideals.
2. Look at the whole picture. No issue is completely black and white. Every issue is full of nuances that businesses must consider before voicing an official opinion. Reading Schultz's statement, it's clear he had given the issue quite a bit of thought before choosing a fairly neutral stance that strived to respect customers on both sides of the political debate. Start by reading neutral sources that take a balanced approach to reporting on the topic, then move onto to materials produced by proponents and opponents of the issue. If need be, meet with people who have strong opinions about the subject to ensure you have a good grasp of the situation.
3. Avoid personal biases. Schultz was careful to avoid mentioning any personal opinion he had regarding the gun-control debate. In fact, he went out of his way to state that whether or not he personally owned a firearm was irrelevant to his request for customers to refrain from bringing guns into Starbucks stores. There is nothing wrong with having an opinion on a particular issue. However, it's critical to avoid letting personal biases get in the way of taking a reasonable stance on matters, especially if you are speaking on behalf of a company whose values differ from yours.
4. Follow the law. From the outset, Starbucks took a neutral stance on the gun issue. Prior to this recent kerfuffle, the company deferred to the conceal and carry laws for each state. The company didn't encourage customers to bring guns into the stores nor did it turn away customers who had them. Sometimes the law settles the issue for you, and it's perfectly okay to default to that position as long as you are staying true to the company's values.

Because of their size and influence, companies like Starbucks often have the power to enact positive change in the world. It's important for business owners and managers to carefully consider the type of world they want to live in when deciding which side to take.

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