Activations include a new phase of the “I Am” project focused on amplifying employability for trans people and the return of the popular Pride Frappuccino® Blended Beverage, with net profit of product sales benefitting local LGBTQIA+ advocacy groups.
São Paulo – As an extension of the third edition of its “I Am” project, SouthRock – Starbucks licensed retail operator in Brazil – today announced a new employment initiative to further support the LGBTQIA+ community. The initiative – “I Am Working” – includes job interviews and a training program specifically designed for transgender community members applying for positions available both within Starbucks and at other brands operated by SouthRock in Brazil. The initiative kicks off a month of events encouraging LGBTQIA+ inclusion, including the launch of the Pride Frappuccino® Blended Beverage, available from June 16 to 19, where Starbucks Brazil donates the net profit of product sales to local LGBTQIA+ advocacy groups, and partner (employee) participation in the June 19 São Paulo Pride Parade.
Starbucks leading the conversation on transgender employability
Because the transgender community historically has fewer opportunities in Brazil’s labor market, the “I Am” employment initiative included workshops on navigating a corporate environment and the interviewing process. The workshops were hosted by Starbucks Brazil partners together with a team of psychologists and recruitment professionals from Nube, a private corporation specializing in promoting the entry of young adults into the labor market in Brazil. Nube also assisted in the preparation of an interview kit which included resume tips and a skills test.
The first group of “I Am” job interviews took place throughout the month of April in São Paulo at a Starbucks store on Haddock Lobo street, which proudly displayed the transgender flag to welcome trans applicants. As a result, seven people were hired to work with the brands operated by SouthRock in Brazil, including four Starbucks partners. A second round of the program will continue later this year.
“Being a welcoming and inclusive destination is core to what Starbucks stands for as a company,” said Sandra Collier, director of marketing, loyalty and ESG of SouthRock. “Through the expansion of our ‘I Am’ project, Starbucks Brazil underscores its commitment to make tangible and lasting change by facilitating trans community members’ entry into the labor market.”
Celebrate Pride at Starbucks by supporting LGBTQIA+ advocacy groups
Conceived by VMLY&R for Starbucks Brazil, the “I Am” project was first launched on January 29, 2020, in support of Brazil’s National Trans Day of Visibility. Now in its third year, the program offers free legal and psychological well-being support for partners seeking to amend their names and genders on their birth certificates. Since the 2020 launch, over 70 partners and members from Brazilian nonprofits Casa 1 and Casa Florescer have had their names amended. With permission from participants, the emotional journey from the inaugural year was documented to give audiences a look at the meaningful impact of the project. The video won the Grand Prix at the 2021 Cannes Lions Festival and, more recently, two Effie Awards, in addition to other industry recognitions.
To make the Pride celebration even more colorful this June, Starbucks Brazil will offer the Pride Frappuccino® Blended Beverage at all stores across the market from June 16 to June 19. The net profit from product sales will be donated LGBTQIA+ advocacy groups located in cities where Starbucks Brazil has a presence, such as Casa 1 and Casa Florescer in São Paulo, and Grupo Arco-Íris in Rio de Janeiro.
Starbucks Brazil selected the passion fruit flavor to be the star of its 2022 Pride Frappuccino® Blended Beverage. Made with a cream base, the beverage is a blend of passion fruit puree, ice and milk topped with vanilla whipped cream and a passion fruit drizzle.
Since 2018, Starbucks Brazil has worked with local advocacy groups to support LGBTQIA+ inclusion efforts through the donation of product sales, including the Pride Frappuccino® Blended Beverage and Pride t-shirts, to help those in vulnerable situations due to their sexual orientation or gender identity.