In an open letter to its employees, Howard Schultz – then CEO, now Executive Chairman – wrote:

“I write to you today with deep concern, a heavy heart and a resolute promise.

“I am hearing the alarm you all are sounding that the civility and human rights we have all taken for granted for so long are under attack…

“We have a long history of hiring young people looking for opportunities and a pathway to a new life around the world. This is why we are doubling down on this commitment... to welcome and seek opportunities for those fleeing war, violence, persecution and discrimination.

“There are more than 65 million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years...”

Despite this announcement causing a slump in sales and brand sentiment, Starbucks moved ahead with the plans, starting in the USA, and this week announced that it will be hiring 2,500 refugees throughout Europe by 2022.

Starbucks defiantly hiring 2,500 refugees across Europe despite public backlash