What Is The Starbucks Slogan In 2024?

Starbucks, the world‘s largest coffeehouse chain, is highly unusual among mega-brands in that it does not have an official company slogan in 2024. The iconic green Starbucks logo depicting a crowned siren is so globally recognizable that it communicates the essence of the brand anywhere it‘s seen.

According to Interbrand‘s 2022 ranking, Starbucks has the 5th most valuable brand in the world, worth over $30 billion. The logo alone evokes notions of premium coffee, warm cafe ambience, and quick service without needing an accompanying slogan.

Why Doesn‘t Starbucks Have a Slogan?

According to Starbucks CEO Howard Schultz in his book Pour Your Heart Into It, the company never needed a slogan because the mermaid logo was so distinctive. As a brand marketer myself, I agree that Starbucks‘ symbolic siren creates such a strong brand image that a slogan would be superfluous.

The logo has remained almost unchanged since Starbucks adopted it from an old Norse woodcut in 1971. Even today, the siren is as closely associated with Starbucks as the golden arches are with McDonald‘s.

While slogans come and go, logos are forever. Companies with recognizable logos like Starbucks, Nike, Apple and McDonald‘s don‘t need slogans to reinforce their brand identities.

What Is The Starbucks Mission Statement?

Though Starbucks doesn‘t have an official slogan, it does have a meaningful company mission statement:

"To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

This statement has remained intact through the years and continues to guide the company‘s vision and values. It reflects Starbucks‘ commitment to customers, communities, and ethical sourcing.

According to Starbucks annual reports, this mission statement helped the company grow from 11 stores in 1987 to over 32,000 stores globally in 2022.

How Does Starbucks Follow Its Mission Statement?

Everything Starbucks does is intended to fulfill its mission statement.

For sourcing, Starbucks pioneered the ethical purchasing model called Coffee and Farmer Equity (C.A.F.E) Practices in 2004. This program ensures farmers are paid fair prices for high-quality beans grown sustainably.

In 2022, 99% of Starbucks coffee was ethically sourced from suppliers in Latin America, Africa and Asia. The company has also invested $100 million in farmer support programs.

At the retail level, Starbucks provides excellent customer service designed to create an uplifting “third place” experience outside of home and work. The company is also committed to environmentally friendly store design and operation.

Lastly, Starbucks lives up to its mission through extensive community outreach efforts. For example, in 2021 Starbucks contributed over $80 million to charitable organizations worldwide.

What Are The Core Values Of Starbucks In 2024?

Starbucks grounds its mission statement in four core values that drive ethics and culture:

• Creating a welcoming, diverse and inclusive environment for all employees and customers
• Showing courage to rethink the status quo and try new ideas
• Acting with transparency, dignity and respect
• Delivering excellence by valuing humanity in business

These values shape Starbucks‘ award-winning corporate culture and commitment to social responsibility. They are essential to attracting customers looking for not just great coffee, but an uplifting experience.

What Are Some Starbucks Taglines?

Since Starbucks doesn‘t rely on a permanent slogan, the marketing team introduces new taglines every year for seasonal and holiday promotions.

Here are some examples of popular Starbucks taglines over the past decade:

• "Coffee that inspires" – Used in 2008 to promote Starbucks as an optimistic brand during the recession.
• "It‘s not just coffee. It‘s Starbucks." – Emphasized the inviting cafe experience in 2016.
• "Brewed for those who love coffee" – Targeted hardcore coffee drinkers in 2013.
• "Taste the best of summer" – Promoted new cold beverages in 2018.
• "Get you through those all nighters" – Marketed caffeinated drinks to college students in 2017.
• "Share joy" – Spread holiday cheer in 2019 with give-back campaigns.
• "Toffee Almond Milk Hot Cocoa. The cup that cheers." – Advertised seasonal flavors in 2021.

These ever-changing taglines allow Starbucks marketing to tailor messaging to promotions, trends, and current events. The flexibility is a key benefit of not having one static slogan.

Starbucks is the rare mega-brand that has risen to global dominance without an official slogan, proving that a compelling logo and mission statement are far more essential. The Starbucks siren alone succinctly captures the brand‘s essence and emotional appeal. Though the company introduces timely taglines for campaigns, its iconic wordless logo remains the core of the Starbucks experience.