When I go to Starbucks:

· The pastry display signage, crinkly brown bag and napkin all tell me Starbucks doesn’t use trans fats, artificial flavors or high-fructose corn syrup in their multigrain bagel (me on a good day) or classic glazed doughnut (naughty day).

· My cup holder tells me it’s made of recycled materials.

· The cup itself says “YOU. Are a pioneer in using recycled cups. Everything we do, you do.”

When it comes to recycling, Starbucks is in it to win it. They give free 5lb bags of used coffee grounds for your compost pile. Starbucks even held a Cup Summit to create a better recyclable cup. 

According to cause marketing authority Cone, more than two-thirds of people consider a company’s business practices when deciding what to buy. And 85 percent of people expect companies to make and sell environmentally responsible products and services during the economic downturn.

Starbucks’ website tells the rest of the story, from community support to volunteering to Product Red HIV support to ethical sourcing to improve livelihoods around the world. 

What this all brews down to is a brand that speaks corporate responsibility to consumers, while serving addictive, chocolaty, caffeinated beverages. What’s not to like?

So, what is YOUR brand (business or personal) saying about you?