The iconic white Starbucks glass, with its green logo of a two-tailed mermaid and the name of the customer written on it, who when you see it you already know which cafe it is without needing to read the brand name, will go down in history: the company announced that it wants to get rid of the paper version.
For nearly 35 years, that glass represented coffee for many people, as Starbucks introduced and popularized espresso drinks served in white cups with some version of the company's green logo.
According to the media outlet Inc, Starbucks has already said it wants to reduce its waste by half in the next decade. Billions of those glasses end up in the trash. That's why the company wants people to stop carrying their iconic glasses and opt for a more sustainable option.
Starbucks is pushing the changes forward in an effort to eliminate the billions of its white paper cups that end up in landfills around the world each year. The intention is to completely eliminate disposable cups and replace them with more environmentally sustainable options.
“To help achieve the company's goal of reducing waste by 50% by 2030, Starbucks is abandoning single-use plastics and testing reusable cup programs in six markets around the world. By the end of next year, customers will be able to use their own personal reusable cup on every visit to Starbucks in the United States and Canada, including in the cafeteria, at the drive-thru, and when ordering and paying by mobile,” the company said, according to Inc.
In addition, Starbucks is testing reusable cups in a pilot program called “borrow a cup”. The proposal is for customers to take reusable cups leaving a deposit of one dollar. They can then return them to be cleaned in the cafeterias and get the money back from the deposit.
According to Jason Aten of Inc, Starbucks now put up for sale in its stores reusable cups that look almost identical to the paper version. “I guess Starbucks isn't giving up its most valuable brand icon. It is only adapting it to its most sustainable vision of the future. After all, that is a powerful lesson for all companies,” said the columnist.
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