Starbucks CEO Howard Schultz says #RaceTogether ‘right issue to do’

Starbucks CEO Howard Schultz is not one particular to again down about an concern he cares about and Wednesday he staunchly defended the company’s significantly lampooned work to increase race relations by obtaining baristas create Race Collectively on espresso cups.

“It is not likely to fix racism, but I do imagine it is the correct thing to do at this time,” Schultz told CNN Money’s Poppy Harlow Wednesday.

He released the marketing campaign previously this week aiming to start a countrywide discussion about race. The reaction has been mixed, like some severe backlash on social media. One particular Starbucks ( SBUX ) public relations govt t emporarily deleted his Twitter account following he was personally attacked.

But Schultz has a popularity for getting controversial stands, including having his employees write “perform collectively” on cups in 2012 in the course of the Congressional “fiscal cliff” drama. He’s also spoken out about gun control, homosexual legal rights and cost-effective schooling.

He stated Wednesday that Starbucks is forging ahead with his race campaign. In reality, Schultz spent at minimum 50 percent the time at the company’s shareholder meeting Wednesday speaking about the press, which he is contacting Race Collectively.

“Friends of mine and some individuals at Starbucks felt it was not an concern we must interact in and I rejected that,” Schultz stated.

“If we all carry on to be bystanders on one thing that is dividing the country, then the place is this headed? We are much better than this as a region,” he said.

Above the past handful of months Starbucks has held open message boards for staff to chat about it. This 7 days, it pushed further, encouraging baristas to begin conversations with buyers by writing the terms “Race With each other” on cups.

But not everyone needs to go over race relations although buying their early morning espresso, nor do they think the espresso line is the appropriate area to have this sort of discussion.

But composing the information on cups is only a little factor of the marketing campaign, Schultz explained.

The large thought, he said, it to act as a catalyst for a discussion that raises comprehension, empathy and compassion all around the problem.

CNNMoney (New York) March 18, 2015: seven:07 PM ET

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