‘Don’t make me have an opinion’: Jake and Spike back Starbucks focusing on coffee over social messaging

KIRO hosts Jake Skorheim and Spike O’Neill welcomed what they described as Starbucks shifting its emphasis from social messaging toward coffee, customers, and financial stability during a discussion of changes to the company’s Global Impact Report.

“Don’t make me have an opinion,” Jake said on “The Jake and Spike Show” on KIRO Newsradio.

The hosts were discussing a Seattle Times article about changes to social justice language and sustainability goals in the report. Jake noted that Starbucks maintained that removing references from the document did not mean the company no longer valued those causes, with information still available on its website.

For Jake, the distinction made sense. He argued that customers should be able to buy coffee without feeling drawn into a debate about the latest social issue.

“I think people just got kind of tired of feeling like every time you went in to buy a cup of coffee, you then also had to have an opinion on whatever the social topic of the day was,” Jake said.

Jake questions corporate ‘virtue signaling’

Jake characterized some corporate messaging during the early 2020s as an effort to win approval rather than improve the business.

“I think there was a heightened virtue signaling that was rewarded in the 2020s, 2021 into 2022,” Jake said.

He distinguished that messaging from decisions directly connected to Starbucks’ products, such as sourcing coffee beans and disposing of coffee grounds.

Jake argued that making good coffee, supporting employees, and generating returns for shareholders should be the company’s priorities. He framed financial success as necessary for Starbucks to continue providing jobs and benefits.

“If I’m a stockholder or if I’m a person who buys coffee, I would say those are the things that I would prefer him to focus on,” Jake said.

Spike argues financial stability makes other goals possible

Spike viewed the changes as a course correction. While he considered some of the company’s social goals worthwhile, he argued that pursuing them could not come at the expense of keeping the business financially healthy.

“If they can’t keep the doors open, they can’t do any good to help anybody,” Spike said.

He emphasized the company’s responsibility to investors and the connection between staying open and continuing to support employees, suppliers, and communities.

“If they can’t keep the doors open, they can’t help do any good and help anybody,” Spike said.

Spike also described the push to make Starbucks a more welcoming place to stay rather than simply pick up an order. He connected that approach to giving customers a comfortable coffeehouse experience without overwhelming them with messages.

Agreement with a cause does not mean wanting it with coffee

Jake emphasized that customers do not necessarily oppose a message simply because they would rather not encounter it while buying breakfast.

“Maybe people agree with the messages. Maybe they just want to still be able to have coffee,” Jake said.

He argued that people can hold personal beliefs without wanting to express or revisit them during every transaction. His preferred approach was for Starbucks to put its core business first.

“They feel the way they do personally, and that’s good enough for them,” Jake said.

Watch the full discussion in the video above.

Listen to “The Jake and Spike Show” weekdays from noon to 3 p.m. on KIRO Newsradio 97.3