In 2010, Starbucks CEO Howard Schultz asked his Global Responsibility team a simple question: How do we generate more than 1 million hours of service per year by 2015? Our task was to help them realize this goal.
We created the Starbucks’ Global Month of Service – a coordinated set of corporate and locally-led service projects around the globe where partners (employees) and customers dedicate their time and energy to create positive change in their local neighbourhoods. To nudge and encourage these groups, we developed tools to help partners share and see what other locations were doing.
During the first year of the Global Month of Service, Starbucks partners generated almost half a million hours of service. The year after that, the number of hours rose another 50%.