Starbucks has launched a "Race Together" campaign aimed at sparking conversation about race relations in the United States with the hopes of formulating positive action.
The initiative is said to target 60 million customers.
"We have problems in this country with regard to race and racial inequality," Schultz said in a video message to its employees this week, according to Forbes.
"We believe we're better than this, and we believe the country is better than this. There is a need for compassion, empathy and love towards others."
Beginning on March 20, Starbucks employees will be encouraged to write the term "Race Together" on cups being distributed. This will be accompanied by the distribution of conservation guides published by Starbucks and USA Today that will also be distributed at stores.
The hope is that customers and employees will be able to share their own personal "race journeys" in an effort to produce concrete solutions to sour race relations.
Last December, the company held a meeting amongst employees where they were given the chance to tell personal stories about race.
"They were emotional, heartbreaking, but the trust that partners have had in a safe environment to share their stories and be vulnerable has been incredible and inspiring," Schultz also said in the video message, according to Forbes.
Since then, a number of open forums have been held in cities across the country.
