From Me to We: How Starbucks’ Sustainability Journey Lost Its Buzz—and How It Can Regain It

 

Starbucks once stood as the global beacon of “doing well by doing good.” In 2020, the brand boldly embraced the “Me to We” movement—shifting focus from individual convenience to collective sustainability according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. With strawless lids, recyclable materials, and an ambitious 2030 goal to cut waste sent to landfills by 50%, Starbucks positioned itself as a restaurant-sector sustainability leader.

Back then, it worked. Consumers applauded the move. Environmental advocates—from the Ocean Conservancy to local community leaders—praised Starbucks for creating scalable change in single-use plastics. The new lids, made from recyclable polypropylene, marked a genuine step toward a circular economy.

What They Got Right

Since 2020, Starbucks has continued to make progress—at least on paper. It expanded the strawless lid program globally, rolled out reusable cup trials in several markets, and pledged to make every store “resource positive” by 2030. Pilot programs in Japan, the U.K., and select U.S. cities allowed customers to borrow and return reusable cups—an innovative test of shared responsibility between company and customer.

The company has also invested in regenerative agriculture, helping coffee farmers adapt to climate change through its “Farmer Support Centers” and new low-carbon coffee initiatives. These moves align directly with the “Me to We” ethos—linking corporate purpose to environmental well-being.

Capitulating 

Share of Stomach

Where They’ve Gone Wrong

But good intentions don’t always translate into good execution. The brand’s progress has been uneven, and its sustainability message has grown fuzzy.

After COVID-19, Starbucks scaled back or paused some of its most promising reusable cup programs, citing “operational challenges.” Waste audits show single-use packaging still dominates its output. Meanwhile, the company’s shift to mobile ordering and drive-thru heavy formats—now responsible for over 70% of U.S. transactions—has increased packaging waste dramatically.

Even more damaging, Starbucks’ sustainability narrative has been overshadowed by internal controversies over employee treatment, unionization efforts, and cost-cutting measures. Consumers can’t embrace a “Me to We” mission if the “we” inside the company feels ignored.

In short, Starbucks led the sustainability conversation five years ago—but it’s no longer leading it today. Competitors like McDonald’s, Pret a Manger, and Panera have leapfrogged with stronger packaging solutions, carbon tracking transparency, and store-level waste reporting.

The Road Back to “We”

Sustainability and social responsibility aren’t side projects—they’re part of brand DNA. Starbucks has the global reach and cultural capital to make sustainable consumerism more than a buzzword again. But it must realign execution with its original vision.

 

Three Grocerant Guru® Insights for Starbucks’ Path Forward

1. Reconnect People and Purpose.
Starbucks’ “Me to We” promise must extend beyond packaging. Consumers now view sustainability as social as much as environmental. Empowering baristas, restoring community trust, and aligning employee well-being with brand mission will turn sustainability back into shared culture—not corporate rhetoric.

2. Make Sustainability Measurable and Visible.
Today’s customers expect data, not declarations. Starbucks should post waste-reduction, recycling, and energy efficiency metrics in-store and online—in real time. Sustainability must be as transparent as a calorie count if it’s to rebuild credibility.

3. Reimagine the Store Experience for the Low-Waste Era.
Digital convenience must evolve into digital responsibility. The brand’s future lies in low-waste convenience: mobile ordering with reusable cup integration, refill incentives tied to loyalty programs, and store designs that minimize waste flow. This is the new face of the grocerant niche—fresh, fast, and forward-thinking.

 

Starbucks taught the world how to personalize a cup of coffee. Now it must teach the world how to personalize sustainability. The future belongs to brands that make “Me to We” more than a slogan—it must become an operational standard and a cultural movement.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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