Starbucks Union Example of Persuasive Communication

Starbucks Workers Union messaging illustrates several persuasive communication strategies. Students can analyze the website, Instagram posts, Tiktok videos, and other content to determine which are most and least effective.

Students will have no trouble finding communication examples during the strike that workers promise will last through Christmas in Seattle, Los Angeles and Chicago. Cialdini’s Seven Principles of Influence, Topoi, rhetorical appeals (logos, pathos, ethos), or other frameworks can be used for analysis.

The website and a video offer a few examples of rhetorical appeals, with connections to other frameworks.

Logical Argument (Logos)

A video shows an employee talking about pride flags that hadn’t been put up this year—the first in the 5 or 6 years since she has worked at the store. The employee claims this is inconsistent with Starbucks’ “claims to care about LGBTQ+ employees.” Students might find Starbucks’ messaging about LGBTQ+ support and analyze her argument—and that of Starbucks. Is not having a ladder a legitimate safety issue? If it is, does that mean Starbucks doesn’t care about LGBTQ+ employees? How could union activity affect this situation?

Emotional Appeal (Pathos)

This statement is an appeal based on emotions, particularly what Starbucks partners consider as poor working conditions. They hope this will inspire people to support their cause. The reference to Starbucks profits could be an example of Topoi, comparison—comparing low salaries (although it’s not mentioned explicitly here) to money “raked in” by the company.

How We Got Here

As partners at Starbucks stores across the country, we have long experienced understaffing, overwork, and a lack of say in our workplace. Meanwhile, Starbucks has raked in record, billion-dollar profits.

Credibility/Trust (Ethos)

Referring to themselves beyond their Starbucks role suggests credibility. This is also an example of Cialdini’s social proof: others acting similarly, which could inspire the reader to follow suit if they identify with the partners.

Meet Us

We’re not just baristas—we’re students, parents, forward-thinkers, and coffee fans united by the simple idea that we think Starbucks can be so much better when workers have a say in company and store operations.

Messaging is also about character, of course. In this quote, the employee questions the company’s integrity—promising but not delivering on that promise:

Nobody wants to strike. It’s a last resort, but Starbucks has broken its promise to thousands of baristas and left us with no choice. In a year when Starbucks invested so many millions in top executive talent, it has failed to present the baristas who make its company run with a viable economic proposal. This is just the beginning. We will do whatever it takes to get the company to honor the commitment it made to us in February.