What Starbucks’ “Upstanders” Series Teaches Us About Uplifting Communities
This article is part of Buoyant’s ongoing series, “Brave Spaces,” where we explore powerful campaigns that have broadened perspectives and contributed to a more equitable world.
In a world saturated with divisive headlines and doomscrolling, stories of hope often get buried. But in 2016, Starbucks launched a campaign that dared to flip the script. It wasn’t about selling lattes or showcasing its latest seasonal drink. Instead, the brand chose to shine a light on something deeper, something healing: the power of everyday people doing extraordinary things.
Called the “Upstanders” series, this campaign moved away from traditional advertising and stepped fully into storytelling. Through short films, articles, and podcasts, Starbucks amplified the voices of individuals across America who were quietly building bridges, solving problems, and strengthening their communities.
It was unexpected. And unforgettable.
The “Upstanders” series shows what happens when a brand uses its platform not to talk about itself, but to celebrate the unsung. For equity-driven organizations, it’s a powerful blueprint for how we can honor community, deepen trust, and lead with humanity.
Overview
Created by Howard Schultz, then-CEO of Starbucks, and Rajiv Chandrasekaran, a former Washington Post journalist, “Upstanders” was a ten-part series that shared real stories of ordinary citizens creating change in their neighborhoods. Topics ranged from a retired police officer opening a home for homeless youth to Muslim Americans feeding the homeless during Ramadan.
Released online as a combination of video, written stories, and podcasts, the campaign intentionally avoided product placement. This wasn’t about Starbucks, it was about America. Not the America of division and outrage, but the one where people quietly show up for each other every day.
As Schultz put it, the goal was to “remind people of our shared values and our shared humanity.".
Impact
While not tied to sales figures, the “Upstanders” series had a significant cultural impact. It was viewed by millions, widely shared on social media, and sparked conversations across sectors about how brands can elevate community narratives. Starbucks received praise for stepping into a space that many corporations avoid: storytelling with purpose, not profit.
And that’s the real takeaway. By simply turning the camera away from itself and toward the community, Starbucks built goodwill, reinforced its values, and modeled what corporate responsibility can look like in action.
What Made “Upstanders” Effective?
1. Centered Community Over Brand
Starbucks made a rare and bold decision to remove itself from the spotlight. The focus was entirely on people, not products. There were no coffee cups, no store interiors, just the stories of real individuals working toward something bigger than themselves.
For mission-driven organizations, this is a critical reminder. Your most powerful stories aren’t about what you’ve built, but who you’ve helped and how they lead.
2. Used Storytelling to Reclaim Narrative
In the face of a media cycle dominated by conflict, Starbucks created a counter-narrative. The stories were honest, local, and hopeful. They didn’t sugarcoat the issues, but they focused on solutions, on people taking action in the face of hardship.
If you work in equity, you know the importance of shifting narratives. Storytelling is a tool of liberation. Use it to reflect not just what’s wrong, but what’s working.
3. Multi-Platform, Multi-Format Approach
“Upstanders” met people where they were — on YouTube, in podcast apps, on news feeds. It was designed for how people consume stories today, making the content widely accessible and easy to share.
The lesson, meet your audience with stories in formats they already love. Short video, audio, written profiles, or whatever connects best. Don’t limit your reach by limiting your medium.
4. Celebrated Hope Without Avoiding Reality
What made the stories powerful was not that they were polished or perfect, but that they were grounded in reality. Starbucks didn’t avoid issues like homelessness, racism, or poverty. But it chose to highlight the people addressing them, proving that light can be found in the hard places.
In equity work, it’s easy to focus only on the gaps. But celebrating solutions is just as important. Hope is fuel.
Lessons for Equity-Focused Organizations
1. Lift Up Local Leaders
Your community is already filled with people making change. They may not have titles, funding, or visibility — but they have impact. Find them. Share their stories. Show your audience what equity looks like on the ground.
2. Let People See Themselves
Representation matters. When people see stories that reflect their own experience, it builds belonging. Make sure the stories you tell reflect the full diversity of your community.
3. Tell the Whole Story
Don't shy away from hard truths, but don't stop at the struggle either. Include the healing, the rebuilding, the dreaming. These are the stories that restore faith and remind us why the work matters.
4. Use Your Platform to Amplify Others
You don’t need to be the hero of your campaign. Use your brand, your platform, your audience to and lift up those who are often overlooked.
Starbucks’ “Upstanders” wasn’t flashy, viral in the traditional sense, or built to sell. And yet, it did what the best campaigns do. It told the truth, with compassion. It honored real people. It made us feel something. And in doing so, it built a deeper kind of loyalty: one rooted in shared humanity.
For equity leaders and mission-driven teams, the takeaway is simple but powerful. Tell stories that make people feel proud of where they come from. Tell stories that make someone say, that could be me. Tell stories that light the way forward.
Because when we spotlight the good, we strengthen the whole.
At Buoyant, we help purpose-driven organizations find, shape, and share stories that matter. Let’s celebrate your community’s brilliance.
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