India remains an incredibly diverse country, with a colourful mix of people, cultures and religions. This inclusiveness does, unfortunately, not extend to those from the trans community, a group that continues to receive hostile treatment and stigma. This article examines, in particular, the marketing of Starbucks India and what this may reveal about the nation’s attitudes towards trans people. It looks upon a recent print advertisement that has caused a stir, asking an important question: why does a nation that prides itself on its inclusivity refuse to accept trans individuals, and how can this be challenged? Read on to find out more.
1. Behind the Barista: Uncovering Starbucks and Transphobia in India
In India, Starbucks is not only popular for its caffeinated brews—it’s also known for its inclusive workplace and even for hosting “Creators of Change”, an event last year at its Gurgaon headquarters that celebrated India’s LGBTQ+ community. However, in the shadows of these public displays of acceptance, countless stories of transphobia have circulated.
The discrimination begins long before Starbucks customers ever step foot in the café. Trans workers generally face an uphill battle while seeking jobs, especially in a country where transgender identity is still largely misunderstood. Job interviews can be vengeful and sometimes even intimidating. The few trans people who obtain jobs at Starbucks are often subject to pay disparities, misgendering and disrespectful treatment from peers, supervisors and customers alike.
Many cisgender people are unaware of the discrimination transpeople are facing. By fostering a more open-minded and diverse atmosphere, Starbucks might take a large step toward rectifying this problem. Still, Starbucks itself has yet to make any public statement regarding trans inclusivity in India or among its employees.
2. Examining Starbucks’ Coffee Ad and its Stance on Trans Rights
Recent years have seen a huge rise in activism to improve the life of transgender people. Starbucks recently released an ad to show their support for Trans Rights, receiving both backlash and praise.
The coffee giant created an ad featuring a trans individual in hopes of advocating for trans rights and recognition. The ad was certainly well-intended and meaningful for many viewers. On the other hand, some were unhappy with the lack of depth and discussion around Trans Rights which such a powerful brand could have displayed.
When it comes to this campaign, it’s worth considering both sides. Starbucks certainly deserves credit for taking a stand against transphobia. Unarguably, the video represented a huge step forward in terms of inclusivity and it can be used to raise awareness on the importance of the issue.
- It showcased a positive role model in front of a wide audience.
- It had a powerful message.
On the other hand, there is still a long road ahead of us in terms of achieving trans equality. Making a one-minute ad without meaningful public discussion may not be enough. Such an important issue needs to be confronted with thoughtful dialogue and research rather than with flashy slogans. In other words, Starbucks can do much more to tackle trans rights issues that reach deeply in the fabric of our society, and inspire people to take action.
3. Investigating Transphobic Attitudes in India and their Link to the Starbucks Coffee Ad
Understanding the Problem
In India, discrimination against the transgender community has been rampant. Regressive social ideologies surrounding gender and sexuality have fuelled the prevalence of transphobic attitudes in Indian communities. A prominent example of this can be seen in the recent Starbucks coffee ad. The commercial had two actors, one transgender and one non-transgender and it unintentionally highlighted the discrimination faced by the transgender actor.
Harnessing Public Awareness
The popular, though problematic, Starbucks advert created a platform for discussion about transphobia. It has allowed the public to gain a better understanding of the problem and its potential impacts on transgender lives. This conversation was further nurtured by:
- Awareness campaigns by the authorities.
- Steps taken by businesses to improve diversity.
- Organizational initiatives advocating for transgender rights.
The progress made in this matter needs to continue to ensure a safe and accepting environment for the transgender community in India.
4. Considering a New, Inclusive Future for India: A Dialogue With Starbucks on Transphobic Advertising
In April 2021, Starbucks India made the controversial decision to feature an online ad that critics argued perpetuated transphobia. This digital misstep quickly triggered backlash from customers and allies of the transgender community.
Although the ad has since been removed, many are proactively calling on Starbucks to make amends. To this end, there has been an active dialogue among customers and allies to suggest a few simple steps to make Starbucks’ India operations more inclusive:
- Develop comprehensive non-discrimination and anti-harassment policies – to explicitly protect the rights of transgender people
- Provide diversity and inclusion training for all employees and leadership – to build understanding of the challenges faced by the transgender community, as well as the importance of creating an inclusive working environment
- Create dedicated transgender-focused initiatives to develop a comprehensive strategy – to ensure that Starbucks establishes an inclusive environment that encourages, empowers, and supports transgender contributions
These measures will help ensure that Starbucks demonstrates its commitment to diversity and inclusion, and works collaboratively to create a more inclusive future for India.
It is imperative for corporations to pro-actively stay informed about society’s beliefs, values, and views – and use this understanding to develop effective communication strategies that embrace inclusivity. Starbucks India has the opportunity to lead this charge, in order to create a world where all forms of discrimination are actively discouraged.
The debate surrounding the ad shows that India is far from a safe space for transgender people. Despite pushback from a select group of angry and conservative voices, the majority of people were eager to show their support and solidarity with the transgender community. Ultimately, the ad was a reminder that the fight for equality is far from over. But with more and more people speaking up to voice their opinion, it is a fight that will be increasingly hard to ignore.
