In a letter that Howard Schultz, Executive Chairman of Starbucks, published in today's New York Times, he describes what his stores and offices will be doing this afternoon to address the problem of racial bias in the company:
More than 175,000 Starbucks partners (that's what we call our employees) will be sharing life experiences, hearing from others, listening to experts, reflecting on the realities of bias in our society and talking about how all of us create public spaces where everyone feels like they belong - because they do. This conversation will continue at our company and become part of how we train all of our partners.
Again, I commend Starbucks for attacking the problem but I continue to have my doubts about the long term effects of their approach. On April 19, 2018, I wrote about these concerns. That blog post is repeated here:
In response to a racially charged incident at a Starbucks in Philadelphia that resulted in the unnecessary arrests of two black males waiting for a friend, the company has announced that it will “…close more than 8,000 of its stores on May 29 to conduct anti-racial bias training for nearly 175,000 employees.”
While this response is commendable, if that’s all Starbucks does to eliminate racism among its staff, it will be a significant waste of time, money, and effort. I understand, putting all of their employees through training is good optics for the company and might provide some protection from lawsuits. But change in the culture requires so much more.
In the wake of the Starbucks incident, The New York Times asks the question, “Can Training Eliminate Biases?” The answer is “no”. Diversity and inclusion in companies is not achieved through a workshop. That’s not how people change behavior. Only culture change can eliminate biases. Training might be a good first step in raising awareness for some, but attitudes and actions must be supported consistently by the entire organization over time. Diversity and inclusion must be rooted in the processes and life of the organization.
As I wrote in a blog post on May 31, 2008 titled, From Diversity to Inclusion and Engagement:
Third Sector New England has, from its nearly five decades of experience, identified the following as key drivers of successful diversity initiatives:
- A diversity committee/task force, representing all levels of the organization, that regularly communicates with the entire organization
- Unflinching commitment by the CEO to convey the benefits of organizational diversity to the organization’s mission, vision and values
- An organization-wide assessment or cultural audit to determine major challenges and barriers
- Prioritizing those challenges
- A clear designation of key participants, action steps and timelines to address challenges
- Skill-building for moving beyond differences to develop an organizational language and culture of inclusiveness
- Alignment of diversity planning with the organization’s strategic plan, so the former includes an assessment of funding and other resources needed to support the effort
- A consultant to facilitate developing and implementing a diversity plan
- Evaluation of progress at regular intervals
- Reassessment of priorities as needed
In addition to these elements of comprehensive planning, an organizataion has to make some fundamental changes in how it works. Employees need to hear their senior managers talking frequently about diversity and inclusion. It’s not enough that the value of diversity and inclusion is listed on a laminated poster in the employee lounge. This value must be visible in the day-to-day actions of the company. Employees must see diversity in hiring and promotions, as well as among Board members and executives. The ability to accept differences must be in the criteria for hiring. Employees must see evidence that their company partners only with other companies that make a sincere effort at improving diversity and inclusion and eliminating racism. Managers need to step up and take responsibility for creating a welcoming and supportive culture in every part of the organization.
Managers must recognize that not everyone has the same receptivity to change and act accordingly. Amber Madison has identified four archetypes of diversity and inclusion: the champion; the newbie; the bigot; and the bystander. She suggests that managers address each type differently. I recommend hiring "champions" and "newbies" and avoiding hiring "bigots" and "bystanders" as much as possible.
As we argue in our new book, Minds at Work: Managing for Success in the Knowledge Economy, managers must help to develop the people around them. And this means eliminating the discrimination that contributes to a hostile work environment. Racism is bad enough, but if there is racism, then there is sexism and antisemitism and antimuslimism and every other kind of discrimination. In addition to the immorality of that kind of workplace, that environment is not conducive to learning and people doing their best work, whether you’re a barista in a store or CEO of the company.
In fairness to Starbucks, a company that I admire, let me say that they are facing the same kind of racism that all companies face and is ingrained in our society. With over 27,000 locations worldwide, it's surprising more incidences of racial bias haven't been reported. But that's not an excuse and the company must do more to ensure that diversity and inclusion permeate its culture. However, training is not the answer.