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How Starbucks is helping make the sustainable connection


Rob Smith is principal at Architects Smith Metzger

I love it when over lunch I learn someone has connected the “SUSTAINABLE DOTS.” This is the magical connection between one’s sustainable efforts and the results.

Tom Bernau, a Des Moines business man, bought the $1.00 reusable cup from Starbucks and uses it once a day at his favorite Starbucks. One time he saw a barista loading the cup dispenser with a three-foot tall stack cradled between his outstretched hands. 

That’s when the “SUSTAINABLE CONNECTION’ hit him.

“If I use my reusable cup every day for a year, how many three foot stacks of cups is that?”

Tom plans on getting a peak into the back room to see what a stack of 300 cups looks like. 

That’s the connection we all need to make.  \And in this case Starbucks is helping.

Starbucks worldwide sold an estimated 4 billion cups of coffee last year. Unfortunately Tom’s story is not the norm! Since 1985 Starbucks has discounted their price if you bring in your own tumbler. THAT MADE NO DIFFERENCE!

So in 2013 the company made the goal to serve 5% of all coffee in personal tumblers by 2015 AFTER EXPERIENCING ONLY 1.8% IN 2013.

The $1.00 reusable cup was introduced to move the meter and serve more coffee in personal cups.

So let’s help Starbucks get to their goal.  Next time you are at Starbucks, buy the reusable cup or just bring your own personal tumbler. I would love to know if you do this. 

You can reach me at rsmith@smithmetzger.com.  Let me know of another SUSTAINABLE CONNECTION you have experienced.  Was it habit changing?

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