Today's drive to overhaul the cup comes with an obvious business imperative. For example, in 2008 the company said that by 2015 it wanted 100% of its cups to be recyclable or reusable. Some have been met, such as new stores being certified for energy efficiency others have been revised or scrapped entirely.

The stated reason is that it's the right thing to do for the environment, and Starbucks has a history of lofty sustainability goals around various aspects of their global operations. Now, in an era where concern for sustainability can be good business, the Starbucks disposable cup may be on its way to extinction thanks to an unlikely force: Starbucks itself.īy 2030, Starbucks wants to move away from disposable cups, which represent big portions of the company's overall waste and greenhouse gas emissions. Ubiquitous to the point of being an accessory, it has carried a message: I am drinking the world's most recognizable coffee brand. Just as noteworthy as what they're carrying is what they are not: the disposable Starbucks cup, an icon in a world where the word is overused.įor a generation and more, it has been a cornerstone of consumer society, first in the United States and then globally - the throwaway cup with the emerald logo depicting a longhaired siren with locks like ocean waves. Two friends who came on the afternoon coffee run nod as they hold the cups that they, too, brought along. “Saving the environment is important and all, but I probably come here more in knowing that I'm going to get a dollar off,” says Patton, 27, a cancer researcher at Arizona State University.

A barista grabs the mug, dries it and prepares Patton's order - a 16-ounce Starbucks double espresso on ice.įor bringing her own cup, Patton gets $1 off her drink. After 90 seconds, the door opens and steam emerges. (AP) - Bethany Patton steps up to the counter and places her pink mug into a shoebox-sized dishwasher.

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