Starbucks is recommitting to its core identity as a beloved brand woven into people’s daily lives. Guided by refreshed campaign principles, we aim to create a unified yet flexible global presence that empowers local teams to build meaningful connections. With an updated mission — to be the premier purveyor of the finest coffee while inspiring and nurturing the human spirit — our focus is on reminding the world what they love about Starbucks: a welcoming place, built on a passion for great coffee.