Starbucks commits to eliminate one billion straws with strawless lids

Starbucks makes strawless lids a reality across all its stores.

In an effort to be a resource positive company, Starbucks strawless lids are now the norm for iced coffees, teas and Refreshers beverages. By eliminating one billion straws with this change, the company is encouraging customers to feel good about that beverage purchase.

Over the past year, Starbucks had a successful trial of these strawless lids. While straws can be available upon request, consumers adapted to this new beverage packaging. And, in some cases, people preferred the new beverage packaging option.

Andy Corlett, director of global packaging solutions and innovations, said, “A recyclable, strawless lid becoming the standard for iced drinks is one small way we can give more than we take from the planet. This is a significant moment for Starbucks as we work to reduce waste and safeguard the environment.”

The new packaging isn’t only the elimination of the straw but also the focus on a cup that represents the brand’s desire to be a resource positive company. This lid innovation has 9% less plastic than traditional lids. The combination of factors showcases that the commitment to change which drives the innovation.

Given the current climate, the focus on reusable cups have shifted. While at home, people have a myriad of options. At present, bringing your own reusable cup into a store is not as feasible.

With the need for a single use cup, Starbucks innovative strawless lid focuses on two aspects, eliminated single use straws and reducing plastic consumption. By finding a creative solution to a looming issue, the brand not only sets itself apart but also extends brand loyalty with consumers. When a consumer believes that a brand supports similar causes, as well as, adapts to consumer feedback, people will continue to purchase from that brand.

While this announcement is important both for Starbucks and the environmentally conscious, it will be interesting to see how the brand can extend to incorporate additionally environmentally friendly objectives. For example, could offering reusable straws for purchase be on the horizon?

The next time you order an iced mocha or your favorite Refreshers beverage, the lid will look different. More importantly, that different lid represents a change that is good for the planet, not just a innovative delivery method for your favorite Starbucks drink.

What other environmental initiatives should Starbucks tackle next? Do you think that strawless lids are just the start?