The Challenge
Every member of the community is always welcome at Starbucks. But at times, that can be forgotten. Through research with Iris Strategy, Starbucks stores were found to be safe spaces for transgender and gender diverse people. A place where their new name was accepted, and they could be recognised as who they are.
The Approach
Celebrate the moment of being asked your name.
Taking a customer’s name, writing it on a cup, and calling it out is more than just a transaction — it’s a moment of connection and acceptance. And who you are. The #whatsyourname campaign brought this everyday ritual to life, inspired by the real stories of people transitioning and using their chosen names publicly for the first time. Through heartfelt storytelling, the campaign celebrated the courage and significance of this simple act, showing how Starbucks isn’t just serving coffee — it’s creating a welcoming community where everyone can be always their true selves.