Starbucks goes (RED)

The ever growing trend in many North American retail stores is for customers to purchase “gift cards” instead of buying real gifts. Although I have only bought one gift card, the trend has slowly seeped into my favourite place. Yes, Starbucks.

Next time you're in line ordering your latte, take a quick glance at the counter (instead of the frustrated barista scrambling to make your complicated over-the-top latte). Beside the delicious biscottis and crunchy nuts, you will see a neat little assortment (normally in three’s) of cute little gift cards waiting to be loaded with your precious dollars. For the most part, the same old cards sit their collecting dust while customers rush in and out before heading to work. However, last November, Starbucks launched a very eye catching new card that has been flying off the shelves faster than any muffin on the menu.

The Starbucks (RED) card, as it’s called, has emerged from a partnership between Starbucks and Bono and Bobby Shriver’s business model, (RED)*. According to the official (RED) website, (RED) raises awareness about the Global Fund to help eliminate HIV in Africa. With that in mind, Starbucks has developed the red card, offering customers a unique opportunity to contribute to the Global Fund and invest in HIV and AIDS programs in Africa. Everytime their customers buy a beverage or snack with the red card, five cents of their purchase goes directly towards the Global Fund.

So, in the bigger scheme of things, that means that Starbucks has added a shot of philanthropy to your daily latte diet. And...by simply swiping a card, you can be a Good Samaritan and pay it forward to those in need.

*Aside from working with Starbucks, (RED) has also partnered up with American Express, Apple, the Gap, Hallmark, Windows, Converse, Dell and Empiori Armani. Over the last two years, (RED) has generated more than 120 million for the Global Fund.