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Plummeted since it announced plan to hire refugees
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User ID: 73852633
United States
02/22/2017 06:39 PM
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Starbucks' brand perception has plummeted since it announced plan to hire refugees
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50% rule observed

KEEP UP THE HEAT! BOYCOTTS WORK!

Starbucks' brand has taken a beating since the company announced plans to hire 10,000 refugees worldwide in the next five years in response to Donald Trump's executive order intended to prevent refugees from entering the US.


The coffee giant's consumer perception levels have fallen by two-thirds since late January, according to YouGov BrandIndex.

The perception tracker measures if respondents have "heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative." In Starbucks' case, perception is still overall positive, but significantly lower than it was prior to CEO Howard Schultz published a public letter outlining the company's plans to give refugees jobs.