Starbucks’ 2004 corporate social responsibility report is that rare beast: an informative and readable document that focuses on key issues in a forthright and engaging manner. The report is refreshing in its directness, tackling questions that range from the basic, such as “is Starbucks responsible?” to the controversial, such as “why does Starbucks keep opening more stores?” Stakeholder comments shape the content of the report and help demonstrate the relevance of the information presented.

As the company’s fourth reporting effort, this edition keeps things moving by referring readers to the company website and past reports for background information. Loyal readers will find familiar company-specific indicators and consistent formatting. Missing, however, are quantitative targets for many indicators, as well as longer-term goals and objectives extending beyond 2005.

As Starbucks continues its expansion, reporting should also expand to account more comprehensively for international store operations, a segment only anecdotally reviewed in this year’s report. Stakeholders will also expect further refinement of indicators and inclusion of additional quantitative goals. A positive trend is Starbucks’ practice of externally verifying its reports, a welcome feature that is still uncommon in the corporate social responsibility reporting world.

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