Sonal
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Sonal in Smart Investing & Retirement Plans,

Starbucks can do more than #RaceTog

Starbucks wants to sell a gajillion lattes and Frappuccinos. But it also wants to make the world a better place. What's wrong with that exactly?

Yes, the company has come under fire on social media for its recent #RaceTogether initiative.

 Customers understandably may not want to discuss the touchy issue with their friendly barista while waiting in line for their venti chai tea with almond milk.

It's almost like that Nationwide dead kid commercial during the Super Bowl. The message (trying to prevent household accidents) was admirable, but it was a PR blunder to air it up against comedic ads for beer and snacks. It just wasn't the right time or place.

Still, should anyone be surprised that Starbucks (NASDAQ:SBUX) CEO Howard Schultz wants to start a conversation? 

The company has been an unabashed supporter of same sex marriage, asked customers to leave their guns at home and also urged lawmakers to end gridlock in Washington by asking baristas to write "Come Together" on cups.

 So here's my humble suggestion for Schultz and Starbucks. Fully embrace the whole do-gooder imag by applying to become a certified B Corporation -- a company that specifically aspires to make a difference from a social and environmental perspective.

Doing so would make social initiatives a legal part of its decision-making process.

Starbucks would be the biggest B Corp by far if it chose to go that route. It would need to meet the standards required by the non-profit company B Lab, which officially hands out the B Corp designations.

But Starbucks would not be first publicly traded firm in this growing movement. Online marketplace Etsy (NASDAQ:ETSY) , which has filed for an initial public offering, is a B Corp.

Natura, a Latin American cosmetics company that is publicly traded in Brazil, became a B Corp last year. 

Currently SBUX is trading at 97.76 with +2.00% change.