We live in a world that encourages people to shop until their last dollar vanishes from their bank account; overconsumption is not only normalized but encouraged. Starbucks has become the poster child for overconsumption, as coffee has become something people rarely make at home. From holiday drinks to Red Cup Day, the company knows how to draw crowds of eager buyers.
Recently, Starbucks has released a limited-edition, bear-shaped cup, known as the ‘Bearista’ cup. Priced at $29.95, many would consider it an unnecessary purchase. But for others, securing the nearly $30 collectible has become a mission. Lines have formed outside of buildings, fights broke out in stores and some people have even thrown adult-sized tantrums over this little bear-shaped cup. I have to admit the whole thing feels like a comedic parody of overconsumption in America, but I find it difficult to laugh at. As customers are fighting each other for a $30 plastic cup, Starbucks employees are taking action. Starbucks Workers United started an ongoing strike Thursday. This strike has reached multiple stores, coordinated around Red Cup Day, Nov. 13. Employees are fighting for a fair contract, improved pay, adequate staffing and consistent scheduling.
Workers have been seeking progress in negotiations for quite some time, with little improvement, fueling workers’ frustration and ultimately causing the strike. This is what comes to mind when I hear about customers causing disturbances over a plastic-shaped bear. Starbucks is willing to manufacture scarcity for a marketing frenzy, yet the company doesn’t seem to have the time to give proper compensation and working conditions to its employees. The company can produce seasonal campaigns, limited-edition drops and seemingly endless advertisements, successfully drawing customers even as its reputation suffers, but meeting the basic needs of employees appears to be a low priority for the business.
Overconsumption at Starbucks has to stop. Anyone who has contributed to the outrage over this silly bear cup needs to take a step back and consider where their hard-earned money is going. When people buy impulsively, they begin to resemble how corporations view them, as walking sources of revenue. As consumers, we need to be aware of our role in fueling this system. Starbucks is only able to ignore and neglect its employees because they keep making money. You can claim that your everyday, $7 latte is conscious consumption, but the reality is that you’re consciously supporting a company that mistreats your friends, neighbors and even family.
There is currently a call to action by Starbucks’ union: “No contract, no coffee.” If you weren’t already boycotting Starbucks, I think it’s time to think about where your allegiance lies.
