Every Sip Changes the World
Be a
responsible coffee consumer
The unknown issues
behind every cup
Hong
Kong ranked 72 in coffee consumption per capita was 1.1kg (0.4 cups) which is one third of the annual consumption
in Japan (Wikipedia, 2014; Wall Street Daily, LLC, 2014). Our
group expected the coffee consumption in Hong Kong will continue to increase. However, do you know the
problem behind every cup of coffee?
The environmental issues
like water pollution and contamination from the processing of coffee
beans, the unfair trade between coffee farmers or abuse
of the child labor; The recent exposure of cruel treatment toward civets…… probably
the problems underlying every sip are more scary than you can image.
We
wish to persuade Hong Kong people to consume an ethical and environmental
friendly Starbuck coffee. In long-term, this behavior can support the
community, fair trade and minimize the environmental footprint.
Coffee and
Farmer Equity (C.A.F.E.) Practice
Coffee and
Farmer Equity (C.A.F.E.) Practices ensure the quality and integrity of the
coffee for Starbucks stores. A third-party organization will evaluate and
verify the suppliers participating in C.A.F.E. Practices. The C.A.F.E. Practices was developed in
collaboration of Starbucks and conservation international (CI) ten years ago.
It created social and economic impacts for more than one million worker and environmental improvements on the thousands of
participating farms (Starbucks
Corporation 2014).
Starbucks ensure
the product quality by accessing the coffee quality reaches the high quality
standards. Suppliers must submit evidence of the price for the green coffees to
achieve the economic accountability requirements. Social responsibility and
environmental leadership are verified by third party. Workers are working in
safe and fair condition, compliance with minimum-wage requirement and
prohibition of child under 14. Coffee producers must manage
waste, protect water quality, conserve water and energy, preserve biodiversity
and reduce agrochemical use. (Starbucks Corporation 2014).
for more information click http://www.starbucks.com/responsibility/sourcing/coffee
Go Starbucks! Make your every sip change the world
Our tactics
Ethos, pathos, and logos are the essential elements for
our persuasion tactics to “Go Starbucks!”, let us take a look of what these three tactics are. First, we know that for “ethos”, it is about the
characteristics, and credibility of messengers, items like
authority/credibility, liking/association, reciprocation, listening,
personalizing, humor whereas for “pathos”, it refers to
the audience perception and response; and the last one, “logos”, it is about the content and form of message, like how we
know the audience, context, conformity, commitment, and etc.
Logos
Simplicity!
Starbucks, a very distinctive name, once you
hear or see the logo of Starbucks, every one of us know that it is “coffee”, a
very clear message delivered to the audience. By using the eco-label, Starbucks has been bringing out a very clear and simple message too – Being a Responsible Company! The
simplicity of message has been
delivered a very clear message to the audience - Environmentally protection pioneer as a coffee seller.
Pathos
As we are
aiming to persuade the Hong Kong people to buy Starbucks coffee
We studied the a 6-D Hofstede model to
analysis the culture of Hong Kong as following diagram shows:
one
of the dimensions - “indulgence” explains how “the extent to which people try
to control their desires and impulses” (greet-hofstede.com),
Hong Kong scores relatively low which indicates that the Hong Kong people are “restrained
by social norms and feel that indulging themselves is somewhat wrong” (geert-hofstede.com).
Thinking
about when
we are sipping coffee in Starbucks,
we are putting an effort in protecting the global
environment and so as to sustain the long term development of the coffee
farmers. You are not only tasting a cup
of coffee but also putting an effort to protect our globe. And remember the misery story of civet? The
traditional method of collecting feces from wild civets has given way to
intensive farming methods in which civets in battery cage systems are
force fed the coffee beans (wikipedia).
Also as Cialdini stated that people would like to have “Social proof”, they would “follow
the lead of similar others” as “human
beings rely heavily on the people around them for cues on how to think, feel
and act”. (Cialdini, p. 75),
considering there are already some loyal Starbucks customers, as we promoting those
ideas, they will become our opinion leaders and weave a fashion to involve more
people choose Starbucks, only !
Ethos
In 2012, 93% of Starbuck’s coffee sourced
through C.A.F.E. practices and Fairtrade, it has targeted to achieve 100% in
2015 for sourcing ethical coffee. A very clear message of Starbucks - a social responsible company. Every year, Starbucks launches its CSR report and
provide detail information about how it progress and where to achieve in the
future. Their on-going track of the practice reinforces its credibility.
How
does
our video work
Our group supports the ideas in one of our readings, Necessary of Persuasion and applied some concepts to clip our video. For example, because of credibility is the precondition of a convincing persuasion,
thus we provide some numbers and statics from the 3rd authority
party to increase our credibility. We also recognize numbers do not make an
emotional impact but stories can, you can see tsome sensational pictures to tell story, we also implant some
new knowledge in our video because few people know the environment damage
issues through planting coffee. We hope audience will think feel learning more
than convincing and selling after watching our video.
Another reading we found very practical is Change Through Persuasion, especially authors’ perspective on
convince the audience that radical change
is imperative, demonstrate why the new direction is the right one, that is
why half of our video is contributing to
arose people’s awareness of the urgency of change.
Again,
because our target is Hong Kong audience, we set some principles to achieve the persuasion. Firstly, Hong Kong is a relative high degree masculine society, time efficiency is
placed in very high place in social practice and we think a persuasive video
should be limited within 2 minutes. Secondly, about the content, in order to be
eye-catching, succinct style with few words will be favored. We just select typical
story out of abundance of
information provided by the label to better
fit our context. Thus, environment protection, fair-trade issue and child labor
are chosen to be the main body Thirdly, Hong Kong's culture is definitely
pragmatic which means people believe that truth depends very much on situation,
context and time. They show an ability to adapt traditions easily to changed
conditions, a strong propensity to save and invest and perseverance in
achieving results. We notice this and in our video we explain clearly why we
have to change and how we can change, it paves the way for the audience access
to the underlying spirit of video: make every sip count and it won’t be too
difficult to achieve these benefits, just responsible decision.
What’s your Choice!
After all,
we hope you remember “Every sip changes the world” then you have to “Go Starbucks!”
References
1. Big Room Inc, Ecolabel Index (retrieved on13 March 2014)
2. Brendan McSweeney, Hofstede’s model of national cultural and
their consequences: A triumph of faith – a failure of analysis (retrieved on
12 March 2014)
3. Cheryl Leo, Dr.
Rebekah Bennett, Professor Charmaine EJ Härtel, Cross-cultural Differences in Consumer Decision-Making Styles,
2005 (retrieved on 12 March 2014)
4. Coffee Culture Thriving
in Hong Kong (retrieved 15 March 2014)
5. Conservation
International (retrieved on 13 March 2014)
6. Constance Classen and
David Howes , Overview of Research on the
Globalization of the Consumer Society, Department of Anthropology and
Sociology, Concordia University (retrieved on 12 March 2014)
http://www.david-howes.com/CultCon/OverView.htm
http://www.david-howes.com/CultCon/OverView.htm
7. David K Tse, Russell
W. Belk & Nan Zhou, Becoming a
Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print
Ads from Hong Kong, the People’s Republic of China and Taiwan (retrieved on
10 March 2014)
8. David K. Tse, John K
Wong, Cin Tiong Tan, Towards some
Standardized Cross-Cultural Consumption Values, Association for Consumer
Research website (retrieved on 9 March 2014)
9. Excellent Coffee Kopi Luwak, CoffeeGeek
Forums (retrieved on13 March 2014)
10. Facebook, No to Kopi Luwak Coffee
(retrieved on 13 March 2014)
11. George Howell’s Coffee Myths (retrieved on 7 March 2014)
12. Harness the science of
persuasion, Robert B. Cialdini, October
2001, Harvard Busines Review (retrieved on 13 March 2014)
13. Lee Wing Tze, Coffee culture takes hold in Hong Kong,
South China Morning Post, 11 October 2008 (retrieved on 12 March 2014)
14. Sali Sasaki, By People
/ In Cities: Hong Kong, 3 Dec. 2012
(retrieved on 13 March 2014)
15. Starbuck CAFÉ Practices (2010-2013) Coffee
& Conservation website (retrieved on 14 March 2014)
16. Starbucks Corporation website (retrieved
on 13 March 2014)
17. Susan HC Tai &
Jackie LM Tam, A Lifestyle Analysis of
Female Consumes in Greater China (retrieved on 15 March 2014)
18. Sustainable Business Toolkit, What’s your coffee costing the planet? –
Environmental impact of the coffee trade (retrieved on 13 March 2014)
19. Nikki, Burrudge, The cost of coffee in Hong Kong 2013, South China Morning Post, 20
August 2012 (retrieved 11 March 2014) http://www.scmp.com/business/money/spending/article/1018392/cost-coffee-hong-kong
20. The Hofstede Centre, Culture Compass (retrieved on 15 March 2014)
21. Wall Street Daily, LLC
(2014), “Gourmet Coffee” Brewing in Hong
Kong, (retrieved 15 March 2014)
22. Wikipedia, Cross-cultural
communication (retrieved on 13 March 2014)
23. Wikipedia,
Edward
T.Hall (retrieved
13 March 2014)
24. Wikipedia, High and Low-context cultures (retrieved
13 March 2014)
25. Wikipedia, List of countries by coffee consumption per capita, (retrieved 13
March 2014) http://en.wikipedia.org/wiki/List_of_countries_by_coffee_consumption_per_capita
26. Wikipedia, Starbucks (retrieved 13 March 2014)
27. David A.Garvin and
Michal A. Roberto( 2009, May) , Change through persuasion
28. Robert B.Cialdini (2001. July) Harness
the science of the persuasion
29. Jay
A.Conger(1998.May-June) The necessary art of persuasion
From: banana53498075
回复删除Dear Wood team,
The music of your video is very relaxing and make me stay on your video. In a way it represents Starbucks’ atmosphere. That’s good.
Then, in your video, I clearly understand the impacts on child labor, farmers conditions (working conditions and revenues), deforestation, use of pesticides, etc. It is very clear. I see what happens and what the label means. That’s good. If I buy a coffee with this label, I know these bad things didn’t happen. Well.
However, at 0 :22, you talk about animals’ bad treatments… but what is the link between coffee production? I guess there is one but you don’t talk about it in your text and not in your video later. What does the label do for this ?
Furthermore, I also don’t understand well the link with electricty and water consumptions ? Does it mean the coffee with this label is produced with less electricity and water ? I’m a bit confused. Does it mean producers overconsume electricity and water generally ?
To conclude, I would like to know something. Is this label only available at Starbucks ? Or it can be given to other coffee shops ? (I understood well it has been developed in partnership with Starbucks from the beggining). Because finally it looks a lot like a pub for Starbucks.
Hope I can get some more information from you as a reply since I am a big coffee drinker.
此评论已被作者删除。
删除Thanks for your comments.
删除The label was developed under the help of Conservation International for Starbucks to address our principles for ethical sourcing. Talking about ethical sourcing, actually it did many things like providing farmers training and best practice to help them decrease environmental damage through production( even if some pollution is inevitable).
Apart from coffee production, they also implement environmental action in stores, for example the stores design of Starbucks all follows LEED certification, they set goals and have ongoing track of electricity and water consumption.
Our blog is to persuade coffee drinkers to buy Starbucks while they want to buy a cup. but do you know the popular and priest Civet coffee? it refers to the beans of coffee berries once they have been eaten and egested by the Asian palm civet,The traditional method of collecting feces from wild civets has given way to intensive farming methods in which civets in battery cage systems are force fed the coffee beans. it is very cruel. That's why at 0:22, we showed the pictures.
the video gives much information about the downsides of the coffee economy, I have not realized that the coffee industry can create pollution or the misuse of child labor until I saw this video.
回复删除the video has successfully related to the Hong Kong's culture of drinking coffee and tell people consuming coffee can intensify the pollution to the water, the chemistry use in the planting process and the poor situation of child labors.however, Starbucks prefer a more environmental farming process and provide green coffee to customers so that people need not to worry about something harmful behind their purchasing behaviors. the video also use the authority method: a picture of several celebrities with Starbucks coffee appears at the end of the video, it can be a referent as a source of power to persuade people to consuming Starbucks coffee.
one point I want to mention is that the root cause of the existence of child labors is the poor economy in those countries, I think if these children do not work in the coffee industry, they will also work in the other industries, consuming Starbucks coffee may not change the situation of misuse of child labors.
此评论已被作者删除。
回复删除Thanks for your comments and we are glad that the our video and blog arose your awareness of the environmental issues behind.
删除yes you are right, labor abuse is occurring in many industries and to be honest, it is really difficult to forbid, but if our customers are helping in monitoring or facilitating the transparency of labor using problem, why not?
The main idea and purpose of our blog is to persuade coffee consumers to consume Starbucks only, but consuming Starbucks does not mean we can eliminate all the problems (environment, or worker issues) in the world. When you want to drink coffee, among those many brands, the difference from Starbucks and others is we have guarantee ethical practice regarding both the environment and the suppliers. So be a responsible consumer, choose the right brand.
Handle name: black and white 53320200
回复删除Totally into this video as the pictures are beautiful and touching. Also, the pace and context of the video is designed well.
The video introduces many consequences of unfair trade products and unethical planting, which are new to my mindset. It maybe the same to Hong Kong people, they consumer large amount of coffee without any environment or social effect consideration.
The video uses some numbers and statics from authority agents to enhance it credibility. Also, using some celebrities pictures who are holding Starbucks coffee with Coffee and Farmer Equity (C.A.F.E.) Practices label is a good way to make the label popular and eye-catching.
Your team did a good job, because it is easy to make the video look like Starbucks promotion advertising. Thanks god, the video did arise awareness of coffee consumption. But I am still curious that how every sip change the world. If I am coffee drinker, every time I want to drink coffee, only can I go to Starbucks? Also, not every cup of Starbucks coffee is labeled C.A.F.E Practices? So I need to identify the label when buying Starbucks coffee? Another downside of the video is that sometimes too much information pop up at the same time and it is uneasy to catch.
Overall, I really enjoy your video and it is a great chance to learn new information.
此评论已被作者删除。
删除thanks for ur comments. Yes every cup of the Starbucks is delivered under the regulation of this label, you don’t need to identify it. Maybe there are other brands also practiced well in terms of environment or labor issues. But we do not know, we only know and really impressed by their practice. At least we would not get our conscience smitten while consuming Starbucks.
删除For our video, there is indeed abundant information because the label really very enriched in practice, if you go to visit their website you will find the four dimensions which we showed in this blog and many animated stories underlying the dimension respectively. We want to share all to u but concerning the time constrains, we have to select elaborately and orchestrate it. But sometimes, just difficult to reach the intent.
Thanks for your suggestion for our video.
53189580 -- CHEN Ying(Ruby)
回复删除Since our group also chose the same topic as yours, I want to compare your work with ours.
To begin with, both of your group and our group did a good job. :D
And your group mentioned more problems than ours. In our work, we mainly focus on the problem of climate change as we thought it is the most serious problem directly caused by coffee tree planting. And what’s more, we emphasize the relationship between the C.A.F.E. Practices and climate change in order to give readers a strong impression. It is also a good idea to cover all the things that Starbucks did through C.A.F.E. Practices as a responsible organization. But it may confuse readers since it contains many aspects of information.
Next, for your analysis of persuading Hong Kong people to buy Starbucks coffee, it is more convincing than ours. Your group apply Hofstede culture dimension to analyze Hong Kong people that is a strong persuasive way.
At last, I very appreciate your video since I know it was a tough work. But like I mentioned above, it includes too many things that audiences maybe could not connect them naturally. And there is a very very very small blemish I want to point out. The background music is great fit for your content. However, at the ending, the music stops suddenly which destroy its perfection.
Thanks for your comment and suggestion. Yes you mentioned the music stopped suddenly, I felt it the same way.A little weird, as a IT tech disabled girl, I also feel very sorry about that.
删除此评论已被作者删除。
回复删除First of all, I am really impressed by your movie, as well as the music. Secondly, I really like your topic of the video, which is a part that people ignore in common life. It is true that many people drink coffee and take it for granted that no harm to the environment and society. Watching through your video, I am shocked by the poor children labor, and polluted environment caused by coffee. I have to say, you have a very good logic in doing this video, from the coffee in common life to the bad situation coffee caused and finally to the persuasion part, I feel it and impressed by the concept that you delivered. At last, I think you propose some very good suggestions for individual people and coffee producer, which is very comprehensive and considerable. If I was the customer, I would definitely follow your advice and do the right things.
回复删除----------YANG Mengyuan (53364976)
Thanks for your comment
删除此评论已被作者删除。
回复删除Your topic attracts me a lot because I am a coffee drinker and I am quite used to have a coffee when I feel tired. When I saw your title "Every Sip Changes the World. Be a responsible coffee consumer", I was curious how I can be a responsible coffee consumer, which I think may also attracts many other audiences too.
回复删除From your words I know more downsides of the coffee economy and some nagative impacts on eco-environment that I have never realized before. And your introduction about the Coffee and Farmer Equity (C.A.F.E.) Practices is also comprehensive.
But I have some suggestions about your video. In my own opinion, there are too many unimportant details in your video that lead audiences fail to understand the primary purpose of this label. And the dwell time between each picture is too short for our audience to browse the content because there're many words on some pictures.
I really learned a lot of useful knowledge about coffee from your blog. XD
Thanks for your comments and suggestion. About the music,both you and other friends mentioned about that, yes it is a problem. second, too many information bambared there did imparied the essence we want to deliver.
删除Hello wood
回复删除I think your video is wonderful. First of all, I have noticed that your video makes a strong connection with Hong Kong culture, which is very good. I think Hong Kong audience will be very interested in your video. Then you also use some data that can clear describe the difference between Starbucks and other coffee retailer. I can understand the advantages of Starbucks easily. Thirdly, I think the whole feel of your video is good-natured. The music of this video is Canon, which is a very famous piano song. I feel very comfortable after watching this video. In the end, you use some celebrity such as Obama to persuade us to change our behavior, which is convictive.
I also want to point out some disadvantages. Firstly, I know it is because the label. But the video is really like an advertisement. If I am a customer, I will think that maybe you make this video just because you want to sell your coffee. Then, at the beginning, you mentioned that the civets suffering because of the coffee manufacturer. But then, you never again referred to anything about civets. In the end, I think the end of the music is very strange. The end came very suddenly.
Good job.
WANG Yue 53226592
回复删除Hello wood
I think your video is wonderful. First of all, I have noticed that your video makes a strong connection with Hong Kong culture, which is very good. I think Hong Kong audience will be very interested in your video. Then you also use some data that can clear describe the difference between Starbucks and other coffee retailer. I can understand the advantages of Starbucks easily. Thirdly, I think the whole feel of your video is good-natured. The music of this video is Canon, which is a very famous piano song. I feel very comfortable after watching this video. In the end, you use some celebrity such as Obama to persuade us to change our behavior, which is convictive.
I also want to point out some disadvantages. Firstly, I know it is because the label. But the video is really like an advertisement. If I am a customer, I will think that maybe you make this video just because you want to sell your coffee. Then, at the beginning, you mentioned that the civets suffering because of the coffee manufacturer. But then, you never again referred to anything about civets. In the end, I think the end of the music is very strange. The end came very suddenly.
Good job.
WANG Yue 53226592
Hello wood
回复删除I think your video is wonderful. First of all, I have noticed that your video makes a strong connection with Hong Kong culture, which is very good. I think Hong Kong audience will be very interested in your video. Then you also use some data that can clear describe the difference between Starbucks and other coffee retailer. I can understand the advantages of Starbucks easily. Thirdly, I think the whole feel of your video is good-natured. The music of this video is Canon, which is a very famous piano song. I feel very comfortable after watching this video. In the end, you use some celebrity such as Obama to persuade us to change our behavior, which is convictive.
I also want to point out some disadvantages. Firstly, I know it is because the label. But the video is really like an advertisement. If I am a customer, I will think that maybe you make this video just because you want to sell your coffee. Then, at the beginning, you mentioned that the civets suffering because of the coffee manufacturer. But then, you never again referred to anything about civets. In the end, I think the end of the music is very strange. The end came very suddenly.
Good job.
53226592 WANG Yue
Starbucks initiated the parctice label and the logo of it indeed is simiar with the company logo. To some degree, you are right it's like a PR, CSR compaign or adverstiment of the comany. However, for me ,personally, I did not resist any companies use CSR as a way to promote their products, unless it authentically behaves under what they promise. Its's ok and a wise way, maybe also a trend for the future maketing. Second, the main purpose of the persuadtion is to persuade the coffee consumers or potential drinkers to choose resonsibley, stabarcks only provides an alternative. yes, about the music thing, agree a lot, but we feel reluctant to ajust due to our limited IT knowleage. but thanks again for your suggetion.
删除Here is the comment from WANG ZHENGZHENG(53303055) came from morning class.
回复删除Dear Wood:
You really did a good job and I learned a lot from your video and blog.
At first, I appreciate the topic you chose. It is an important issue which is so closed to our daily life but also would be ignored by us. You video and blog provided a comprehensive and specific discussion about the problems hiding behind the coffee.You topic means a lot to the audience and the significance is the most important to persuation.
Second, you chose some effective strategy to succeed your persuation. For example, you try to use some numbers and statistic to enhance the credibility. As we all know, there is no doubt about the scientific evidence to the audience. Therefore, you can make your persuation more easy if you get the trust of your audience. It is truly a strategy worth learning. In addition, you also use some stunning pictures to arouse the emotion of your audience. The pictures are visual and more shocked to convey the messages. Convince your audience with the scientific evidence, and also infect your audience with the emotional pictures, you do both to persuade in all aspects.
There is only one thing confuse me a little. You want to limit your video within 2 minutes considering the importance of time efficiency in HongKong culture. But on the other hand, you gave a huge information to convey, so is it a little fast that your slide played? Your audience may not absorb all the information when the slide pass.
Anyway, I really appreciate what you have done. Learn a lot from you. Thank you.
Thanks for your comment and suggestion. Maybe our overworry of the time constains led to the information bambard in the vedio.
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