In 2016, taking advantage of a trend towards podcast listening, Starbucks sought to engage customers through a branded “Starbucks Original Series” that highlights the extraordinary actions of ordinary people.
The series of podcasts, short stories, and videos, titled “Upstanders”, is reminiscent of Chicken Noodle Soup for the Soul and focuses on individuals who train veterans back to strength, guide students to scholarships, and rid the world of hunger.
In doing so, Starbucks has attempted to define citizenship and allows listeners/viewers to engage by showing their support with Fotition branded photo filters (in Starbucks colors), nominate their own Upstander, or register to vote in public elections.