Starbucks has found itself entangled in a significant controversy as a result of its latest advertising initiative. On May 10, the corporation released a new advertisement themed on transgender rights. The campaign, named “It Starts With Your Name,” was launched by Starbucks India. A parental couple is shown in the two-minute and four-second clip at a Starbucks, anxiously anticipating their child who has changed to a female identity. The father seems to have trouble accepting his kids decision, which creates friction in the family dynamic. However, as the advertisement unfolds, it becomes clear that the father eventually accepts the transition, ordering coffee for the entire family, including Arpita, the daughter. “Your name defines who you are – whether its Arpit or Arpita,” Starbucks tweeted. “We love and accept you for who you are at Starbucks. Because who you are is everything to us.” Within 48 hours, the campaign gathered popularity, with over 2.5 million tweet views and 530k video views. Your name defines who you are – whether its Arpit or Arpita. At Starbucks, we love and accept you for who you are. Because being yourself means everything to us. #ItStartsWithYourName. 💚 pic.twitter.com/DKNGhKZ1Hg— Starbucks India (@StarbucksIndia) May 10, 2023This campaign, which attempted to raise awareness of transgender rights and inclusivity, sparked heated controversy on social media sites. While some praised Starbucks for destroying traditional norms and advocating a good cause, others suggested that such sensitive themes should be treated with greater respect, calling the campaigns necessity into question. As a result, on May 12, the hashtag #BoycottStarbucks began trending on Twitter in India.
