Starbucks Aims to Redesign Iconic Cup for Sustainability: Will Customers Embrace the Change?

Starbucks aims to eliminate disposable cups by 2030 in an effort to reduce waste and greenhouse gas emissions. While the company has set lofty sustainability goals in the past, it has struggled to meet them. The move towards reusable cups presents both an opportunity and a challenge for Starbucks, as customers increasingly expect companies to address climate change but may not be willing to sacrifice convenience. The company is piloting various initiatives, such as offering reusable cups and partnering with universities for cup washing and recycling. However, the transition to reusable cups requires technological advancements, collaboration with suppliers, and customer willingness to change habits. Starbucks' success in this endeavor could influence the entire coffee industry.