On Wednesday night, Starbucks CEO Howard Schultz explained to Jim Cramer why he felt compelled to start the #RaceTogether campaign. Speaking on CNBC’s ‘Mad Money’, Schultz told Cramer, “We are simply trying to raise the awareness, the level of empathy and compassion necessary to bridge the cultural divide that exists in this country today.” Earlier in the week Schultz asked Starbucks employees in the U.S. to write #RaceTogether on the white paper cups as a way to start a conversation with consumers on race relations. While Schultz has gotten a lot of backlash, Cramer says the campaign is a good thing and in the end, the conversation is voluntary. It’s not that you’re going to go to Starbucks and get a lecture. It’s up to the customer if they want to engage in a conversation on race. Starbucks is a core holding in Jim Cramer’s Action Alerts PLUS charitable trust portfolio.
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