Perceptions of Starbucks Brand Among Gen Z: Consumer Responses to Communications about Unionization Efforts

Date of this Version


Project Type





This paper explores whether recent negative press about the unionization efforts of Starbucks employees has damaged perception of the brand among Gen Z consumers. A 12-question survey was distributed online for approximately two weeks. A total of 171 responses were collected and examined; written responses were interpreted using Braun & Clark (2006)’s thematic analysis framework. The results of the survey suggest that the majority of Gen Z consumers continue to view Starbucks favorably and are not deeply familiar with the unionization efforts of employees. However, this finding is not unanimous across the sample; participants’ written responses added complexity as several reported the desire to support workers and their rights. Given the ongoing nature of unionization efforts and communications in both traditional and nontraditional spheres, a follow-up study is recommended.

This document is currently not available here.