As an extension of the third edition of the “Eu Sou” project, SouthRock – Starbucks’ licensed operator in Brazil – announced the newest employability initiative to expand its support for the LGBTQIA+ community. The action includes job interviews and a training program developed exclusively for members of the transgender community interested in vacancies available at Starbucks and other brands operated by SouthRock in Brazil.
The initiative kicks off a month of events that encourage LGBTQIA+ inclusion and include the launch of Pride Frappuccino® Blended Beverage, available from June 16th to 19th and with net proceeds destined for local NGOs in support of the LGBTQIA+ community, and the participation of partners (as the brand calls its employees) at the São Paulo Pride Parade, on June 19th.
Starbucks leads conversations on transgender employability
As the transgender community has historically had fewer opportunities in the Brazilian job market, the “Eu Sou” project’s employability initiative included workshops on how to work in a corporate environment and interview processes. The sessions were held by Starbucks partners in Brazil together with a team of psychologists and recruiting professionals from Nube, a private company specialized in promoting the entry of young adults into the national job market. Nube also helped with the preparation of an interview kit that included resume tips and a skills test.
The first “Eu Sou” job interview campaign took place during the month of April in São Paulo, at the Starbucks store on Rua Haddock Lobo, which proudly displayed the transgender flag to welcome trans candidates. As a result, seven people were hired to work with the brands operated by SouthRock in Brazil, including four partners (employees) at Starbucks. Later this year, there will be a second round of the program.
“Serving as a welcoming and inclusive place is essential for Starbucks as a company,” comments Sandra Collier, SouthRock’s Director of Marketing, Loyalty and ESG. “Through the expansion of our ‘Eu Sou’ project, Starbucks in Brazil reinforces its commitment to making tangible and lasting change, making it easier for members of the trans community to enter the workforce.”
Conceived by VMLY&R for Starbucks in Brazil, the project“Am I”was released on January 29, 2020, in support of National Trans Day of Visibility. Now in its third year, the program offers free legal and psychological support to partners (employees) who wish to change their names and genders on their birth certificates. Since the launch, more than 70 partners (employees) and members of the Brazilian non-profit organizations Casa 1 and Casa Florescer have had their names rectified. With the permission of the participants, the emotional journey of the first year of the action wasregistrada to give the public an insight into the significant impact of the project. The video won the Grand Prix at the Cannes Lions Festival in 2021 and, more recently, two Effie Awards, as well as other industry accolades.
Celebrate Pride Month at Starbucks by supporting the LGBTQIA+ community
To make the Pride Month celebration even more colorful, this June Starbucks in Brazil will offer Pride Frappuccino® Blended Beverage in all stores in the country between June 16th and 19th. The net profit from the sale of the product will be donated to support groups for the LGBTQIA+ community located in the cities where Starbucks is present, such as Casa 1 and Casa Florescer in São Paulo, Grupo Arco-Íris in Rio de Janeiro, Casa Rosa in Brasília, Grupo Dignity in Curitiba and the NGO Somos in Porto Alegre.
Starbucks in Brazil selected the passion fruit flavor to be the star of its Pride Frappuccino® Blended Beverage 2022. Made from a cream base, the drink offers ablendof passion fruit puree, ice and milk topped with vanilla whipped cream and passion fruit syrup.
Since 2018, Starbucks in Brazil has worked with local organizations to support LGBTQIA+ inclusion actions by donating the proceeds from sales of its products, including Pride Frappuccino® Blended Beverage and Pride T-shirts, to help people in situations of vulnerability due to their sexual orientation or gender identity.
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