Although Starbucks is a brand with a long-standing history of positive social action and community engagement, its recent controversy has done much to tarnish that carefully built reputation.

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It is clear that the vast majority of Americans believe calling the police was the wrong thing to do. Such a strong view has likely been driven by videos of the occurrence, which prove that the men involved acted peacefully throughout the whole incident.

Even though the decision was taken by an individual manager, Starbucks as a corporation is shouldering much of the blame. Moreover, most people are unimpressed by the company’s follow-up.

While most people will take no action, the sizeable minorities saying their will use Starbucks less or boycott the chain for a bit is worrying. It underscores that the incident is likely to have a material impact on Starbucks revenues – even if only in the short term.

Details [from a U.S. nationally representative…