On the way to work this morning, I heard an NPR interview with Dick Meyer about his new book, Why We Hate Us: American Discontent in the New Millenium. I'm not sure what the entire book is about, but the interview focused on the American loss of community and relationships. While not necessarily longing for "the good ole days," Meyer recalls that before the social revolution of the 1960s and the technological revolution that followed, Americans tended to stay in one place and know people. That is no longer the case -- my own life is evidence. Meyer mourns the loss of relationships, of accountability, of community.
Give the interview a listen. I don't know what his answers are, but the only answer I know of to the problem of a loss of rootedness, family, and connection is a church that is the church.
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This reminded me of an essay I wrote for my english lit class...
we are all looking to belong - wherever we can find that "community"! Barbara Powers
“Starbucks: Its Popularity and Success –
More than Just a cup of Joe!”
Remember the sitcom, Cheers? I will never forget sitting in a Baptist church training conference for Sunday school teachers and the seminar leader opening the class by playing the theme song from Cheers! Why do you suppose he did that? He did it to make a point to remind us of the importance and necessity of building relationships; just like the line from the song says, “…where everybody knows your name”.
In a society where life is ran in the fast lane, there is little opportunity to stop and “smell the coffee”. We live hurried lives with commuter drives and schedules to keep. Long lost are the days of visiting with your neighbor on the front porch and sharing a cool glass of lemonade or sweet tea. We no longer have time to stop by and “sit a spell” and if we were so fortunate as to grab a few minutes, our neighbors are probably running to soccer, dance, or little league practice themselves! We live in suburbia so our children can grow up in “the country” but yet, we’re so busy commuting everywhere we rarely spend any time in the town we live in! Communities suffer and so do we. We have become so disconnected in fact, that organizations like PPS (Project for Public Spaces) are working to find ways to help people create and sustain public spaces that build communities.
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“So, what does this have to do with Starbucks?” you ask. “What do our busy, fast-paced lives have to do with the coffee-giant, Starbucks?” In a world where sociologists are teaching about the importance of informal public gathering places, Starbucks has risen to the top! Ray Oldenburg; an urban sociologist from Florida writes:
“…informal public gathering places are essential to community
and public life… arguing that bars, coffee shops, general stores,
and other ‘third places’ (in contrast to the first and second places
of home and work), are central to local democracy and
community vitality.”
Starbucks has taken this “philosophy” and ran with it. In most of their coffee shops you can find large, overstuffed chairs inviting their “friends” to come in, visit, and stay a while; as well as tables with high-back chairs suitable for vigorous conversations among peers, or surfing the ‘net. It’s not just about coffee! “Offering live music, book readings, and coffee seminars, there’s a lot going on inside at Starbucks”, including relationships (www.starbucks.com).
In a marketing world that screams “Relational Marketing”, Starbucks has listened. They have put into practice the relational strategies as defined by Tom Peters; author of The Pursuit of Wow: “Relational marketing is the relentless pursuit of an almost familial bond between customer and product”. This is very evident in the camaraderie found between the “baristas” (coffee masters) and the “regulars”; an almost “how’s your mama” type of familiarity that makes Starbucks more than just a coffee house and ensures repeat
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business from its customers. As stated on the company website: “The connections we make in communities create a loyal following” (www.starbucks.com). And, a loyal following they have! Some of the 2007 Fiscal Year highlights include 2,571 new store openings and consolidated net revenues of $9.4 billion; an increase of 21 % versus comparable store sales growth of only 5%. No wonder we find one on every corner and even invading our local supermarkets and Targets.
Yes, Starbucks Corporation has become one of the top leaders in today’s relational marketing game; not only among consumers, but employees as well. And surprisingly, its popularity crosses multiple generations! No longer is it just a place where young, savvy corporate Americans hang out to converse. It’s gotten past the coffee house “stigmatism” of “Friends” and “You’ve Got Mail”. I even have a friend who has toyed with the idea of working for Starbucks after he retires. After all, they have great benefits, insurance, and 401 plans! They were also awarded one of the twelve 2007 Gallup Great Workplace Awards as one of the worlds’s most engaged and productive workforces! I doubt that even Joey, Rachel, Phoebe, or Gunther could earn “Central Perk” that award!
While I admit, that part of the business’ popularity is due to people merely wanting to be a part of “the scene”; that fact in itself is part of Starbucks’ success. And, even if some of the ‘younger generation’ do ‘hang out’ there just to be seen, they also go there to be with friends, meet new people and take advantage of the free wi-fi. With more
and more young adults waiting to marry later in life, and also an ever increasing social consciousness, single adults are escaping the smoky bar scenes and even the more traditional church activities and taking advantage of the open and friendly environment of
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Starbucks and other coffee houses. Social interaction is a necessary element of our human “make-up” and Starbucks can be a place to fill that need. Why, I have been in a Starbucks
before and just while waiting on my “white chocolate mocha”, overheard two hunters talk
about their morning hunt, a couple of college students discussing the week’s assignments, two ladies trying to make plans to go to the “Y” some day soon, and a business deal being made! “Where else can you find such variety?”, and I’m not just talking about coffee, either!
Yes, there is a definite popularity and success associated with Starbucks that is caused by the societal trends we are experiencing today. Maybe some of it is due to the media’s “pitch to us” in the form of advertising but even so, they resonate with our “desire to be known” and fulfill a need within us that maybe having that “good to the last drop” at home alone will never fill!
After all, I think we all want someone to “know our name”…. and I think Starbucks has it written on the top of their list! So, the next time you have a few extra minutes and maybe you’re thirsty, how about stopping by your local Starbucks? They might not scream “Norm!”, but I guarantee that if you hang around for a while, someone will know your name! Even if it’s just because they had to help you order your coffee!
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