Messaging That Moves: How Starbucks Workers United Is Brewing a Movement for Change
When a handful of Starbucks baristas in Buffalo decided to organize, few anticipated their efforts would ignite one of the fastest-growing labor movements in recent history. But this isn’t just about the mechanics of organizing—it’s about the power of messaging. Starbucks Workers United (SBWU) crafted a message that resonated deeply with workers, captivated the public, and held a corporate giant to account. Here’s how they did it—and how you can, too.
1. Building Buzz: How Urgency Created Rapid Growth
SBWU’s secret sauce? Speed. Their message wasn’t just “We’re organizing.” It was “We’re organizing fast.” The message tapped into urgency and excitement, giving the campaign momentum from day one.
Takeaway: Want to get people moving? Lean into urgency. Show that something big is happening, and people will want to be part of it now.
2. From the Ground Up: Grassroots Power Drives Authenticity
SBWU’s messaging puts workers front and center. It’s not some faceless union talking—it’s baristas, café managers, and shift supervisors who are leading the charge. Real people, real stories.
Takeaway: People trust people. Center your messaging on the real voices of those affected, and watch the authenticity build trust and credibility.
3. No Sugarcoating: Tackling Tough Issues Head-On
SBWU doesn’t shy away from naming the big problems: short staffing, unpredictable schedules, and low wages. They get to the point, and they don’t hold back.
Takeaway: Be direct. Speak to the real issues people are facing, and don’t sugarcoat it. Clear, honest messaging will always resonate.
4. The Underdog Effect: Framing Corporate Accountability
It’s classic David vs. Goliath: SBWU positioned workers as the underdogs, fighting against Starbucks’ billion-dollar profits. The messaging made it easy for the public to cheer for the workers and demand better.
Takeaway: Tell a story that makes people feel the stakes. When you set up your campaign as the little guy taking on the big guy, people can’t help but root for you.
5. The Bigger Picture: Painting a Transformative Vision
SBWU didn’t just want small changes—they wanted to transform Starbucks into a company that was forward-thinking and justice-driven. Their messaging was bold and visionary, showing workers the bigger goal.
Takeaway: Don’t be afraid to go big. Show people that they’re part of something transformative, and they’ll be more inspired to join.
6. Tapping into History: Connecting the Movement to a Legacy
SBWU didn’t start from scratch—they tied their efforts to the long, proud history of labor organizing. By doing so, they gave their movement depth and a sense of purpose.
Takeaway: Link your campaign to a bigger story. When people see the broader context, they’ll feel like they’re part of a legacy of change.
7. Ripple Effect: Making It Bigger Than Starbucks
SBWU’s messaging made it clear: this wasn’t just about Starbucks. Their movement could set a precedent for other industries, and that gave the campaign even more weight.
Takeaway: Show the broader impact of your cause. When you make it about more than just one group or one issue, you expand your reach and influence.
8. Celebrating Wins, But Keeping the Fire Burning
Every win SBWU achieved was framed as a big step forward—but they never stopped there. The message was always clear: There’s more to be done.
Takeaway: Celebrate milestones, but keep the momentum. Show that every win is part of a larger journey to keep people engaged for the long haul.
9. We’re All In This Together: Building Community Through Solidarity
SBWU consistently emphasized solidarity—across Starbucks locations and within the broader labor community. Their message? We’re stronger together.
Takeaway: Build a community around your movement. When people feel connected to a larger group with shared goals, they’re more likely to stay committed.
The Big Picture: Messaging as the Heart of the Movement
SBWU’s success wasn’t just in organizing—it was in telling a story that resonated. Their messaging was sharp, clear, and inclusive, and it’s why they’ve seen such rapid growth.
Takeaway: Messaging isn’t a side note—it’s the main event. Get it right, and your movement has the potential to grow faster, bigger, and stronger than you ever imagined. So, what’s your campaign’s story—and how are you going to tell it?
Ready to make your message resonate and rally people to your cause? Let’s connect. Schedule a Fit Call to explore how we can amplify your impact and build a movement that’s impossible to ignore. And if you're just dipping your toes in, join my newsletter for ongoing insights to help you spark real change.