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8/2/2019 The Gift That Wasnt - Starbucks 'Community Stores'
1/22
April2012
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MichaelSoto
UniversityofSussexMACandidateAnthropologyofDevelopmentandSocialTransformation
THEGIFTTHATWASNT
Thereisnothinginherentinobjectsthatdesignatesthemasgifts;objectscanalmostalwaysfollowvaryingtrajectories.Giftsarepreciselynotobjectsatall,but
transactionsandsocialrelationsAsanorderofsocialrelationsthegifteconomyis
intimatelyboundupwiththeformsofthepersonastheyarediverselyconstitutedandasitconstitutesthem.(Frow1997:124)
InthisessayIexplorethegreyareabetweenthedualityofgiftand
commodityexchangesthathasbeenpreservedacrossinterpretationsfromMauss
theoryofthegift.Asatheoryofsolidarity(Douglass1990:x),manyhaverevisited
TheGiftwithhopesofbetterunderstandingthedifferenttypesofrelations
betweenindividuals.However,maintainingastrictdualityhasconflatedtheterm
giftsbytheinclusionwithinthesamecategoryofverydifferenttypesof
exchanges.
Agiftisgivenselfishlyandwithoutcalculationofbenefittooneself,andit
isthisaspectofthegift,thismadnessofthegiftasDerridahascalledit,which
elicitsreciprocityandinducessolidarity.Bycontrast,thegreyareathatexists
betweengiftandcommodity,whichIwillrefertoasnon-gifts,failstoproducethe
effectthatMausspredicted.Partofwhatdifferentiatesgiftsfromnon-giftsisan
openingoftheselftotheOther,aproximityandacloseness,forontheonehand
thegivermustgiveofhimselfintheformoftimeandlikewise,therecipientmust
feelthedifferenceofintentionandthistoorequirestimeandproximitywiththe
giver.Whatisrequiredforthepredictedeffectofsolidarityisthesensationof
beingtreatedasauniqueindividual,inlinewithEmmanualKantsfamousmaxim,
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Actinsuchawaythatyoutreathumanity,whetherinyourownpersonorinthe
personofanyother,nevermerelyasameanstoanend,butalwaysatthesame
timeasanend.
EngagingwiththisrevisedconceptualizationofMausstheoryIconsiderthe
caseofStarbuckscorporatesocialresponsibility(CSR),arguingthatitmanifestsan
ethicofdetachmentascoinedbyJamieCross(2011),whichpreventstheforming
ofmoral,legalandsocialbindingties.Inthisfashion,Starbuckscorporategift
failstoengendersolidaritysinceitisnotinfactagiftbutratheranon-gift.
Inthefirstsection,IbringtheinsightsofJacquesDerridaintothe
conceptionofthegiftinordertoprovideasubstantivedefinitiontoMary
Douglassdefinition,Agiftthatdoesnothingtoenhancesolidarityisa
contradiction(Douglass1990:x).Inthesecondsection,Ireviewthelaunchof
StarbucksCommunityStorepilotinHarlem.Ishowhowdespitetheprofitsharing
venturebeingcouchedinarhetoricofgoodneighborlinessitmanifestsadistinct
ethicofdetachment.Athirdsectionreturnstothisreconceptualizedtheoryofthe
giftandtheethicofdetachment,understandingthelatterasanobstacletothe
realizationoftheformersinducementofsolidarityaspredictedbyMausstheory.
StarbucksCSRpreventsitfromproducingtheeffectsofsolidaritythat
Mausspredicted,bycontrastwhatisproducedaredependenceandclientelismof
thekindthatDinahRajak(2008)hasidentifiedintheCSRofminingcorporations.
AsGeertDeNevestatesIntheIntroductiontoHiddenHandsintheMarket,The
attempttocreateamoralorpoliticalcontenttotherelationshipbetween
producersandconsumersrunsupagainsttheproblemthattherelationshipis
increasinglydisembeddedfromanysharedsocialorpoliticalspace.(2008:4)But
therelianceonanimplicitorexplicitcodeofethicsfurthersthisreducesthis
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sharedsocialorpoliticalspacethroughanethicofdetachmentasdescribedby
Cross(2011).ThisclaimisfurthersupportedbylegaltheoristRobertoMangabeira
Unger(1977);whatemergesfromthisessayisthattheproblemofdisembedding
cannotberesolvedsimplybyfollowingarule,butrequiresaturntowards
engagementwithindividuals,astheindividualstheyare.
DERRIDASGIFT&ANETHICOFDETACHMENT
Themostimportantfeatureamongthesespiritualmechanismsisclearlyonethatobligesapersontoreciprocatethepresentthathasbeenreceived.(Mauss1990:9)
theremustbenoreciprocity,return,exchange,countergift,ordebt.IftheothergivesmebackorowesmeorhastogivemebackwhatIgivehimorher,therewill
nothavebeenagift,whetherthisrestitutionisimmediateorwhetheritis
programmedbyacomplexcalculationofalong-termdeferralordifferance(JacquesDerridaquotedinFrow1997:107)
AtfirstglanceDerridasconceptionofthegiftseemstocontradictthe
Maussconceptionofthegift.Isthegiftrelatedtoanobligatedsenseofreciprocity
ornot?Hasthereciprocatedgiftmutatedintoacommodity?Itisinattemptingto
dealwiththistensionthatmanyauthorshavearguedsomevariationofEybenand
Leon(2003)hasbothabrightandashadyside:ontheonehand,personal
commitment,passionandwarmth,andontheother,paternalism,patronage,and
control.(ascitedin(Rajak2009:227)andfordiscussionofParry(1986)and
VatukandVatuk(1971)see(Yan2005:252)Yet,aspreviouslymentioned,thisis
basedonamisconceptionofthegift,Agiftthatdoesnothingtoenhancesolidarity
isacontradiction(Douglass1990:x).
ThroughtheincorporationofDerridasdefinitionwecanreconceptualise
Mausstheoryofsolidarity.For,Atthelimit,thegiftasgiftoughtnotappearas
gift:eithertothedoneeortothedonor.Itcannotbegiftasgiftexceptbynotbeing
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presentedasgift.(emphasisintheoriginalascitedinJones2003:230)Thusit
wouldseemthatbeyondthetraditionalbinaryofgiftsandcommodities,wemust
recognizetheexistenceofathirdcategory,whichisneitherfullygiftnorfully
commodity,butnon-gifts.
Commodityexchangeobligessomethingtobegivenbackinreturn,buta
giftcannotdemandreciprocitywithoutlosingitsessencewhichiswhatengenders
solidarity.Bycontrastagiftiswherethereisalsoacertainmadnessofthegift
(1992b:55),anon-rationalizableexcesswhichisdisposedinwaysthatseekno
return.(Jones2003)Byattemptingtoinstrumentalizethegift,itisdefromedinto
somethingelse,anon-gift.
Byanalogy,reviewingDerridasdescriptionoffriendshipmayhelpin
providingclarityonconceptualizingthegift,Agestureoffriendshiporof
politenesswouldbeneitherfriendlynorpoliteifitwerepurelyandsimplytoobey
aritualrule.(Derrida1995:7)Tobeagoodfriendsignifiesgoingbeyondactsof
friendliness.Likewisegivingagiftrequiresmorethansimplygiving,thereisa
criticalintentionalitywhichiscentraltobothconceptionswhichpreventsitfrom
beingpossibleofdefiningex-antewhatafriendoragiftis.
AsDavidGraeberstatesinreferringtothegift,Itisamicroscopicversion
ofthecreationofpersons,whichalmosteverywhereisbasedontheassumption
thatinnerqualities(talent,generosity,decency,etc.)canberealizedonlyin
anotherpersonseyes.(Graeber225)Tounderstandthegift,itisinsufficientto
consideractswithouttheiremotivecontext,ratheritisnecessarytoreadthemfor
cluestotheinnersentimentsofothers.
Thisseemingmetaphysicalactofmagicissomethingwedoeveryday;
everyinteractionwehavewithanotherpersonisinterpretedinlightofour
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thoughtsoftheirintentions.Howaccuratewemightbeinthisisacompletely
differentmatter,ifanythingknowncasesofmisunderstandingswouldindicate
thattherearelikelymanymoreinstanceswhenwearenotevenawareofour
misreadingofothers.ThepointIwanttostresshoweveristhecentralityofour
interpretationofintentioninourdefiningthesignificancethatweattributetothe
actionsofothers.Withrespecttothegift,thismeansthatthereisnothing
inherentintheobjectsthatdesignatethemasgifts(Frow1997:124),
commoditiesornon-gifts.Anysetofpredeterminedrulesattemptingtodefinea
giftcouldpossiblybefollowedwhileleavingonlyahollowfacade.
Correspondingly,itisonlyinthelightofhowweunderstandtheintentionbehind
givingthatitmightrealizethesolidarityinducingeffectsthatMarcelMauss
theorized.
InowturntoacasestudyofcorporatesocialresponsibilityatStarbucksto
exploretheseideasinaparticularevent,thelaunchingofaStarbuckspilotin
corporatesocialresponsibility,CommunityStores.Theyareintendedtogiveback
tothecommunityandfosterstrongertiesbetweenthestoreandthesurrounding
community,primarilythroughprofit-sharing.
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STARBUCKSCOMMUNITYSTORES
InLosAngelesandNewYorkCity,wearecollaboratingwithtwoinnovativenonprofit
organizationstosupporttheirneighborhoodrevitalizationeffortsandimprovecommunity
education,employment,health,housingandsafety.
Adonationfromeachtransactionatfrom(sic)theStarbuckscommunitystoresintheHarlemandCrenshawneighborhoodsisbeingsharedwithAbyssinianDevelopment
CorporationandtheLosAngelesUrbanLeague.(StarbucksCommunityStores2011)
OnOctober14th,2011Starbuckscelebratedthelaunchofanewpartnershipwith
AbyssinianDevelopmentCorporationinHarlem,NewYorkCity.Thenewcorporatesocial
responsibilityinvolved twostores,oneinHarlem,NewYorkCityandtheotherin
LosAngelesthatwouldbecomeCommunityStores.Bypartneringwithlocal
nonprofitsandsharingprofitswiththem,theStarbucksCEOstateditisintendedto
helpuslearnhowourcompanycansuccessfullyjoinwithchange-makingcommunity
organizationsinalocalized,coordinatedandreplicableway.(Day2011:8:07)
Duringtheevent,theStarbucksCEOreiteratedtheir,goodneighboraims
asheannounced,Ourpromiseandourcommitmentisthatitisnotjustgoingto
bethemoney.Itisgoingtobeourabilitytostandsidebysideduringgoodand
badtimestohelpthecommunitygrow,anddoeverythingwecantoservethis
communityinwaysthatwillmakeyouproudofthecompany.(Day2011:8:36)
Picture1:Sidebyside
Theunionofforces.SidebysidearetherespectiveteamsofAbyssinianBaptistChurchReverendCalvinButts,III,andofStarbucksCEO,HowardSchultz.
Imagesource:HarlemWorldMagazine
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Theliteralmanifestationofourabilitytostandsidebyside,wasnotlost
onthelocalpressasillustratedbyacolumnistfromHarlemWorldMagazinethat
wrote,Indeed,hesstandingsidebysidewithapillarofthecommunity:Calvin
ButtsIII,pastoroftheAbyssinianBaptistChurchinHarlem.(HWM2011)This
blatantmanifestationoftheliteralinterpretationofthephrasestandsidebyside
seemstoinstilltrust.TheaudienceshouldbelieveStarbucks,andanydoubts
quelledbythepresenceoftopStarbucksleadership,righthereinHarlem
Starbuckswilldoeverything[they]cantoservethiscommunity.Thisclaim
howeverisnotsonaivelyaccepted,andtheseoutwardlygoodneighboractions
areonlygivenmeaningwithintheirwidercontext.
InthissectionIwillanalyzetwospecificelementsofthewidercontextof
theseproclamationsofgoodneighborlinessthathighlighttheethicsof
detachmentmanifestedintheevent.Subsequently,Iwillsuggestthatthismay
serveinpartasexplanationforthepoorreceptionofStarbucksgoodneighbor
efforts.AsIargue,theproblemisnotthatofthebottomlesspitthatsomeCSR
officialshavecomplainedaboutinRajak(2008:317),butrathertheattemptto
givebacktocommunityinthewrongcurrency:moneybutnotdignity.
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Oneoftheelementsofthecontextthatmostclearlymanifeststheethicof
detachmentistheredtapethatseparatestheHarlemcommunityfromthe
StarbucksCEO.Thisimageonitsownmayappearquitenatural,aswehave
becomesoaccustomedtothesecuritydemandsofthoseinthepublicspotlight.
Additionally,fromapracticalstandpointtheresacertainaestheticand
prominencethatcomeswiththeemptyspacesurroundingthespeaker.Yetthis
imagecontrastssharplywiththefirstimage,hereStarbucksCEOisnolonger
standingsidebysidewithcommunityleadersbutstandingaloneatcenterstage.
Anotherimplicationofthestandingsidebysideimageisbroughttothe
foregroundwhencontrastedwiththeseparationbytheredtapeinthisimage.
WheninitiallyconfrontedbythefivesmilingleadersbeforetheStarbuckslogo,one
canthelpbutsenseacertaintotalitybeyondthemeresidebysideaspect,it
almostseemsasifthereisnothingelsebeyondtheedgesofthephotograph.And
so,thisisthemomentwhentheimplicitrepresentationofindividualsfortheir
respectivegreaterentityismoststronglyfelt.Here,whatisclearestisthephysical
manifestationoftheliterarytermsynecdoche,whereapartofsomethingisusedto
refertothewholething.ReverendCalvinButtsisHarlemandtheStarbucksCEOis
Picture2:RedTapeAredtapeseparatestheHarlem
communityfromHowardSchultz,CEOofStarbucksatthepressconferencelaunchingCommunityStores.
Imagesource:SpencerPlatt,GettyImagesNorthAmerica
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StarbucksCorporation.Butthisillusionfromthefirstimageisshatteredwhen
juxtaposedwiththesecond,wheretheunveilingofthesynecdochebringstolight
theexistenceofaHarlembeyondReverendCalvinButtsandonethatisonlyto
befoundbeyondtheredtape.1Thehandfulofindividualsstandingwithinthered
tape,whoonecouldcalltheinsiders,accentuatethesignificanceoftheborder,
notonlybyprovidingacountercategorythatpermitstheusageoftheterm
outsiders,butalsoaspossibleenforcersoftheseparation.Onecaneasilyimagine
thatshouldanoutsiderattempttocrossthisseeminglydaintyredtapedivide,
theseprivilegedinsiderswouldbethesecondlineofdefense,andreinforcethe
dividingline.
Soastonotunderestimatethesignificanceoftheseparationbytheredtape
IrefertoJohnRoberts,ProfessorandChairofBusinessandEconomicsofthe
UniversityofSydney,whoclaims(inlinewithEmmanuelLevinas)that,Physical
distancealsohastheeffectofrenderingfacelesstheobjectsofouractions
Securitysurroundingexecutivesuites,thecarefulcontrolofaccessbyoutsiders,as
wellasaschedulethatimmersespeopleinworktotheneglectofalmost
everythingelse,allhelpsecurethissocialdistance.(Roberts2003:259-260)
Throughthesecuritysurrounding[StarbucksCEO,andthrough]thecontrolof
accessbyoutsiders,asocialdistancingissecuredwhichasJamieCrosshasargued
preventstheformingofmoral,legalandsocialbindingties.(2011:35)
1Similarly,thereisaStarbucksbeyondHowardSchultzwhichisnotfullyencapsulatedinthecorporalrepresentativemakingcommitmentstothecommunity.
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Newvariationsonthesamethemeofanethicsofdetachmentand
distancingisseenfromyetathirdanotherangleofthesameevent.Whileheretoo
aredtapecanbeseenseparatingtheStarbucksCEO,itisnowclearwho,orrather
whatHowardSchultzislookingat.TheHarlemcommunityisrightbesidehim,as
seeninthepreviousphotographwhichfacedHarlemsheavilytransited125th
street,pedestrianswalkingbycouldhaveapproachedunrestrainedatleastup
untiltheredtape.
Nonetheless,theStarbucksCEOdidnotfacetospeaktothem,hewasfacing
forward,andnowitisclearwhatheldhisattention,thepressbox.Atthefarlefta
maninaredjacketpointsaprofessionalvideocameraattheStarbucksCEOfor
whatonecanonlysuspectmightbetheeveningTVnews,meanwhileatthefar
rightonecanseeasophisticatedstillframecameramostlikelyforsomeother
mediaoutlet.Thisimageitselfcomesfromanamateurjournalistwhouploaded
his15-minutevideotitledStarbucksCEOSeeksToBeAGoodCorporateNeighborIn
HarlemandL.Aontothepeer-sharingsiteVimeo.com(Day2011).
Picture3:TalkingtoCamerasStarbucksCEOfacesacrowdofcamerasattheeventlaunchingStarbucksCommunityStores.
Imagesource:StarbucksCEOSeeksToBeAGoodCorporateNeighborInHarlemandL.A(Vimeo.com)
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Itisworthpausingamomentlongeronthiscontradiction.Whilethe
rhetoricoftheStarbucksCEOstressesbeingagoodneighborandmakingthe
communityproudofthecompany,thesignificanceoftheseactionsmustbe
understoodinthewidercontextinwhichStarbucksmanagementflewcross-
countryfromSeattletoHarlemforalauncheventofCommunityStoreswhichkept
thecommunityatadistanceandtreatedthemasofsecondimportanceas
comparedtothevideocameras.AsRobertsargues,thedesiretobeseentobe
ethicaltheethicsofnarcissusistheobverseofbeingresponsiblefor.(2001:
109)
ButbeyondthecertainlyvalidcriticismthatitappearsthattheStarbucks
CEOhereismoreconcernedwithappearingethicaltothewidestnumberofpeople
thanintheethicsofhistreatmentofthoseimmediatelyaroundhim,anadditional
critiquehighlightsthetensionbetweentherelativeeaseofanactwithitsethical
dimensions.RecallingDerrida,Itisperhapsinthissensethatthegiftisthe
impossible.Notimpossiblebuttheimpossible.Theveryfigureoftheimpossible.It
announcesitself,givesitselftobethoughtastheimpossible.(1994:7,emphasisin
theoriginal)
ThiscontrastssharplywiththesuggestionsfromMichaelPorterandMark
KramerfromHarvardUniversitythatstate,
Eachcompanycanidentifytheparticularsetofsocietalproblemsthatitisbestequippedtohelpresolveandfromwhichitcangainthegreatest
competitivebenefitWhenawell-runbusinessappliesitsvast
resources,expertise,andmanagementtalenttoproblemsthatitunderstandsandinwhichithasastake,itcanhaveagreaterimpacton
socialgoodthananyotherinstitutionorphilanthropicorganization.(2009:92)
Thisargumentbeingadvancedheregoesbeyondthecommonlyheldhesitancein
trustingtheclaimbyStarbucks,andbymanyothercorporations,thatcorporate
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socialresponsibilitymaybemotivatedasgoodforbusiness.Itgoesindirect
oppositiontotheseeminglylogicalclaimthatCorporationsshouldfocustheir
effortsontheproblemsthattheyarebestequippedtohelpsolve,becausegiving
whatcomeseasyisnotenough.Givingmustentailtheimpossible,oratleastthe
stretchingofthepossible.Whileleftatthistheoreticalextreme,Derridasdemand
mayseemliterallyimpossible.Buttheusageofidealtypesoftheoryisnotmeant
toexcludethecomplicatedamalgamationsfoundinreality,butmoreasapointof
reference.Furthermore,theimpossibilityspokenofisnotintendedasanabsolute
impossibility,butitsperceptionex-ante.Andsothegift,whichmorefully
resembles,theidealtypeismostlikelytoproducetheeffectsofsolidaritythat
MarcelMausstheorypredicts.
Money&Dignity
HavinghighlightedtwokeyelementsoftheCommunityStorelaunchevent
context,Iknowturntoanissueofconcernthathasbeenexpressedinvarious
mediumbytheHarlemcommunityregardingStarbucks.Whileattheheartofthe
profitsharingpilotisagivingbacktothecommunityintheformofmoney,which
consideringthesignificantprofitsofthemultinationalchainonemightconsiderto
berelativelyeasytogiveascomparedtotime.Bycontrastattheheartoftheethic
ofdetachmentisanefforttopreventbindingtiesfromformingbutalsoalogicof
conservationandefficientuseoftime.Inacounterfactualhypothetical,the
StarbucksCEOcouldhavewalkedacrosstheredtapedivideandtalkeddirectly
withthepeopleonthesidewalksofHarlem,yetintermsofefficiency,thatwould
havebeenabsurd.Rather,byvideotaping,photographingandrecordingtheevent
theinformationcanbeeasilyspreadjustaseasilytoaliterallyunlimitednumber
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ofpeople,preservedacrossspaceandtime,asitcouldhavetojustasingle
individual.Theimplicitcalculationhereisthatcommunicatingtoanyone
individualintheprofoundanddeepersensethatapersonalconversationwould
secureisnotworththeseeminglyinfinitesuperficialtouchesthatmediapermits
themessage.Butthisscaleofeaseisinverselyrelatedtotheethicaldimensions
andsolidarityinducingeffectsofthegift.Itisonlythroughcontactwiththeother,
thattheethicalcanbedetermined,thattheethicalcanbeenacted.AsRoberts
states,thegroundofethicsliesinourcorporealsensibilitytoproximateothers.
(2001:109)Itisnotviadetachedcodesofconduct.
Inthislight,thepushfrombothactivistsandcorporationstodefinecodesof
conductforcorporatesocialresponsibilityismisguided.Activistsseemjustifiedin
fightingforstricterandstricterregulationstomaintainpressureoncorporations
tobegood,theyseethemselvesfightingthegoodfight,andyetinthesame
gesturetheyeliminatethepossibilityofrealizingwhattheyseek.Codesof
conductdefineandlimittheobligationsthatgiftscreateforemployeesinorderto
avoidthecompanygettinginvolveditself.Thustheyaimatblockingtheeffectsof
thesocialprocessemphasisedbyMarcelMauss(1923),bymaintainingthe
relationshipbetweenemployeesandoutsiderswithinprofessionalboundaries.
(Bethoux,DidryandMias2007:86)Acorporationthatfollowstherulesisnot
good,ithasmerelydonewhatitwasrequiredto.Inthewordsoflegaltheorist
RobertoMangabeiraUnger,
Whenattemptsaremadetocodifystandards,toreducethemtorules,theircharacterisdistorted.Eitheralargeareaofuncontrolleddiscretionandindividualizationsubsistsunderthetrappingsofgeneralnorms,ortheflexibilityneededtomakemanagerialdecisionsortoproduceequitableresultsislost[the]dialecticofillusionand
petrification(Unger1977:197)
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Throughthisdiscussionofthetensionbetweeneaseandethics,ofthe
tensionbetweengivingaccordingtoaeasilydefinableruleandthecomplicated
particularitiesofdirectcontactwiththeOther,Ihaveintentionallydelayed
describingthesourceofdiscontentofHarlemresidents.Haditinitiallybeen
expresseddirectlyincomparison,sidebyside,withthepromised$100,000+US
DollarstobegivenbacktotheHarlemcommunityinthefirstyearalonethrough
thepartnershipwithAbyssinianitwouldhavelikelyappearedabsurdthesource
oftheindignityamongHarlemresidentshavebeentheremovalofchairsfromone
ofthelocalStarbucks.
AccordingtoanarticleintheEpochTimes,oneHarlemStarbucks,hadall
theseatingremovedlastyeartokeeppeoplefromloitering.Beforetheseatsand
tableswereremoved,oldermengatheredtoplaychessandreadnewspapers.(
Pentchoukov2011)Thesignificanceintermsofdignityofthesechairsiscaptured
inblogpostbyalocalaward-winningpoet,DelanaR.A.Dameron,
Yesterday,whilevisitingafried(sic),IwalkedbythisStarbucks,andthiscouplebehindmewasremarkingabouthowitsbackopenandtheywonderedwhatwas
differentandIhearan,Oh,thetablesbythewindowhavebeenremoved.AndIlookandsee,andconfirm.IusedtolovewalkingbythisStarbucksonthewaytochurch
andseeingoldermenwhoalwaysremindedmeofmygrandfathersittingthere,
playingchess,readingnewspapers.Theequivalent,Iguess,tosay,youngerfolkssittinginStarbucksdowntownorAnytown,USAwiththeirlaptops.Somethingabout
thiswassooldworldandcharming,andImighthavelikedStarbucksinthatmomentforlettingthemdoit.Soyes,thechairsandtablesbythewindowweregone.Ilooked,
andthecouplelookedwithme,andthenIheardthemvoicemyowndiscovery:Theytookallthetablesandchairsout!AndIshookmyhead.AndIthought:OhStarbucks,youwantourmoney,butyoudontwantus.Isthissometypeofnew-waveyou-can-
shop-here-but-only-if-you-come-through-the-back-door?IdontbelieveIhaveever
witnessedaStarbucksofitssizesansseating.(Dameron2011)
WhileStarbuckspridesitselfonthe$100,000thatitwillgivebacktothe
communitythroughAbyssinian,whatthecommunitycomplainsaboutarethe
symbolicblowsagainstitsdignity.Nopredefinedsetofrulescouldhavebeen
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usedtoforeseethesignificancethesemembersofthecommunityattributedtothe
removalofthesechairs.Socialresponsibilityisnotabottomlesspit,but
attemptingtofillitwithoutunderstandingitsevolvingcontoursmaycertainly
makeitappearso.
IwilladdafinaldisclaimerregardingtheselectionofStarbuckscasestudy.
InCollaboratingwithActivists:HowStarbucksWorkswithNGOs,PaulArgenti
highlightsthatThestrongStarbucksbrandprovidedyetanotherreason[for
activists]totargetthecompany.DespiteStarbuckshighvisibilityandrespected
brand,thecompanyattracteditsshareofcritics.(Argenti2004:100)Thisessay
hasfocusedonbringingtolightanethicofdetachment,andhowinturnthis
separation,betweenStarbucksandthecommunityitproclaimsbeingapartof,
preventthisvarietyofCSRinducingthesolidaritythatMausstheoryofthegift
predicted.Yet,itdoesnothavetheintenttotarnishtherespectedbrandand
rathertheimplicationisthatthisisamuchwiderphenomenaofCSRmore
generally.
InFirstasTragedyThenasFarce,SlavojZizekmakesananalogous
argumentaslaidouthere.Hecriticizesculturalcapitalism,asexemplifiedbythe
caseofStarbucks,forpresentingconsumerswiththesolutionthroughtheirown
consumption.ifyourethicalneedsarestillunsatisfiedandyoucontinueto
worryaboutThirdWorldMisery,thenthereareadditionalproductsyoucanbuy.
(2009:54).
Thereishoweverafundamentaldifferencebetweenmyargumentand
Zizeks.Heseemstoascribeacertainagencyandmalevolencetocorporationslike
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Starbucks2.Incontrast,thisessayhasnotintendedtoquestionStarbucksefforts
towardsamoreethicalpracticeorofattemptingtouseCSRtogreenwashasother
activistshavealsoindicated(Argenti2004:108).
TryingtoarguethatCSRissimplyacaseofintentionalgreenwashingmust
respondtorealitiessuchasthisCNNnewsreportersobservation:
Butit'sdifficulttobeskepticalwatchingSchultz'semployeesreacttohis
presenceintheirstore.Assoonashewalksinside,allthreebaristassnap
photosoftheCEOandchatterexcitedly.They'refans,notjustemployees.
Thecompanytreatsthemwell.(Roberts2011)
Dismissingthevalue(orpotentialvalue)ofCSRbaseduponsuspicionsofthe
sincerityofmotivesrisksplacingthecriticandthecorporationinanendless
andultimatelyunresolvableheadbutting.Inthisessay,insteadIattemptto
explainwhatisultimatelytheharderbutmoreconstructiveargument,whichis
thatevenpresumingasincereintentiononbehalfofthecorporationtogive
back,theresultisthecontrary.
Fromadetachedperspective,itisunderstandablehowitmightseem
logicalthatwhatneedstobedoneistogivebreadtothehungryandmoneyto
thepoor,andthatthemostefficient,mostscalablesolutionwouldinturnbe
thebest.Inthisconception,easeingivingandethicswouldseemtogohand
andhand.Ratherthangettingboggeddownandentangledinunnecessary
complexities,corporationsshouldfollowPorterandKramers(2009)advice
basedonthebasicconceptofeconomicsknownascomparativeadvantage.
Increasedspecializationofphilanthropicfocus,whiledoingonesbestnottobe
distractedbynon-relatedcomplexitieswouldpermitthegreatestbenefit.Itis
2Istatethisconscientiousthathisowndiscussionselsewherewouldseemtocontradictthisinterpretationbasedontheemphasisoftheroleofthesysteminformingindividuals.
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tobeexpectedthatonecontinuingdownthispathwouldseesuccessesaswell
asfailures,butperhapsthiswouldservetomotivatearedoublingofefforts,a
redoublingofthemostefficientwaytodistributetheneededbreadandmoney
longbeforeherealizedthattheverystrategyselectedtoachievethegoalwas
whatkeptitunachievable.
Thisadmittedlyhighlyoptimisticelaborationofthehypotheticalreasoning
behindtheapparentcontradictionofcorporategoodintentionsandnegative
outcomespermitsthepossiblerefocusingofthedebateinamoreconstructive
manner.Ratherthangoingbackandforthaboutwhethercorporationsaresincerely
concernedabouttherestofsocietyorsimplytryingtoappearasiftheyare,thisessay
claimsthatthetermsofgivingbackneedtobereconsideredthatthereexiststhe
possibilitythateventhewell-intentionedwouldhavefailed,lessasaresultofthe
sincerityoftheirintentionsasaresultofthestrategyofefficiencyatoddswiththe
foundationsofethics.
Thisverycritiquemakesdevisingmuchofanythingthatresemblesacodeof
conductanimpossiblecontradictionbecauseoftheimpossibletaskofdelineating
whatagiftis,orwhatbeingagoodneighboris.Theproposalhereisfacingthemuch
easierimpossiblechallengeofdeterminingtheethicalthroughcontactwiththe
other.Atfirstsight,bothareimpossibletasks,butwhiletheformereliminatesthe
possibilityinitsverynaturebyCross(2011)ethicsofdetachmentandtheresulting
illusionorpetrifiedstatedbyUnger(1977),thelatterleavesthepossibilityof
stretchingthatperceivedpossibleintonewhorizonsoftheoncethoughtimpossible.
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AfinalanalogyisexcisedfromDavidGraebersdiscussionofthegift,in
whichitcanbeshownonceagaintheincoherenceofapplyingasinglerule
acrossdifferentcontexts.
Letmetakeanotherfamiliarexample:thecustomofbringingabottle
ofwineorsomesuchifinvitedtoafriendsfordinner.Itisacommon
practice,forexample,amongAmericanacademicsInanundergraduatedorm,peoplewalkinandoutofeachothersrooms
fairlycasually;oftenaresidentialhallisnotunlikeavillagewith
everybodykeepingtrackofeverybodyelsesbusiness.(Graeber2001:226)
ItwouldseemthatneithermaximBringabottleofwinewheninvitedto
dinnernorRespectthesanctityofprivacyapplyequallywellinthetwo
contextsaboveitisonlybybeingphysicallypresent,throughcontact
withtheothersinvolvethatonewouldknowwhatwouldentailbeinga
goodneighbor.Theremightcertainlybethingsthatwouldbeabad
neighborinboth(deceiving,maiming,killingtheother,etc)butitwhat
definesagoodneighborisnecessarilycontextualandbaseduponthe
unforeseeableindividualityanduniquenessthateachindividualis.The
truismseemssobanal,yetitcoexistswiththecontradictoryimplicit
beliefinthegoodnessofeconomiesofscaleofgiving,ofincreasingease
togiveahomogenousnon-giftaswidelyaspossible.Itislittledoubtthat
thisnon-giftdoesnotproducethesolidarityexpectedofthegift.Withrespecttothegift,Derridatellsusthatitisthisveryimpossibilitythat
makesthegiftpossible.Currently,Starbucksinanattempttobeeverywhereendsup
beingnowhere.ButassocialtheoristRobertoMangabeiraUngerstates,Forthehero
toimprovehistask,tomakeitworthierofhisefforts,hewouldhavetotransform
societyandculture.Hewouldthereforealsoneedtothrowhimselfintothegiveand
takeofsociallifeandnotallowhimselftobeentirelyruledbythepretenseof
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disengagement.(Unger56)Whatwouldbeexpectedofgoodneighborlinessis
preciselytheengagementthatStarbuckssphilanthropylackswhilethepoor
certainlyneedbreadandmoney,theyalsodemandtheirdignity-butthatcanonlybe
sustainedthroughthetreatmentofeachindividualasanindividual,notthroughex-
anterules.
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