Every Christmas, there seems to be at least one retailer who
forbids employees to wish customers a “Merry Christmas” or one municipality that
removes a manger scene and as a result, bears the brunt of Christians venting a
year’s worth of frustration at being marginalized by our post-Christendom
culture. This year is no exception.
A normally chilly November has featured a rather heated
debate, even a firestorm of resistance to Starbucks’ rollout of their plain
red cups for the holidays this year. Many have taken to social media to
proclaim their dissatisfaction. I have remarked to several people that this
argument is misguided and actually counter-productive to the cause of Christ. I
would like to go on record and say that I like the relatively simple yet
elegant red cups marking the Christmas season at Starbucks…for several reasons.
I was encouraged to find that the Starbucks news blog post, dated
November 1, 2015, shows an astute cultural awareness that is unfortunately lost
on many American Christians who think that all cultures should revolve around
them, using their language and symbols. The Starbucks cups appear after
Halloween and signal the addition of special holiday drinks to their menu.
While Starbucks might be trying to spin this conflict in its favor, I sensed
a sincerity that needs to be heard. And that is the problem, isn’t it? Frequent
readers of my blogs will recognize that this is a regular theme in my writing.
Any time we respond without actually listening to the viewpoint of another (no
matter which side of the argument we are on) we reveal ourselves to be unwise.
Why Did They Do It?
Jeffrey Fields, Starbucks' vice president of Design &
Content is quoted in the post and I want you to be able to read his words for
yourself,
Taking a cue from customers who have been doodling designs
on cups for years (Starbucks held a contest to support this creativity), this
year’s design is another way Starbucks is inviting customers to create their
own stories with a red cup that mimics a blank canvas.
“In the past, we have told stories with our holiday cups
designs,” said Fields. “This year we wanted to usher in the holidays with a
purity of design that welcomes all of our stories.”
In the nearly two decades since the first red Starbucks
cup, the company has grown from 1,400 stores in a handful of countries to more
than 23,000 stores in 68 markets around the world.
“Starbucks has become a place of sanctuary during the
holidays,” he said. “We’re embracing the simplicity and the quietness of it.
It’s a more open way to usher in the holiday.”
Creating a culture of belonging, inclusion, and diversity is
one of the core values of Starbucks, and each year during the holidays the
company aims to bring customers an experience that inspires the spirit of
the season. Starbucks will continue to embrace and welcome customers from
all backgrounds and religions in our stores around the world.[1]
While I have liked the special cups of Christmases past (I happily own some) I love the idea of the cup being a symbolic "canvas" where we
can create our own stories in community with others. Past years’ cups have been
almost too cluttered with seasonal themes (hope, peace, love, giving) and
symbols—trees, snowflakes, ornaments, reindeer, gifts, etc. All are placed there
with a marketing connection to increasing sales. None of these things are
really outwardly Christian, so it is hard to see this as a credible attack on Christmas
by Starbucks. The biggest danger to the western church is not the “bleak midwinter”
of Christ-less secularism, but it might just be consumerism. In which case, a
simple cup might point us back in the right direction… toward open engagement with
others in time spent, stories shared, and all done around an open table.
A Place of Sanctuary
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| Are our homes a sanctuary? |
Back to the Red Cups.
What
does red mean? Is it not rife with biblical symbolism? Certainly, it reminds me
of the “blood of Christ” that was shed on a Roman cross to wash away our sins.
But perhaps more seasonally appropriate, red is the color of humanity for Adam
was made from the red dust of the ground. It is at Christmas that God the Son left
the culture of heaven behind to become fully human so that he might redeem us, become the perfect advocate for us, and set us free from our slavery to the fear of death (Hebrews 2:14-18). If we are going to engage the world like Jesus did, we will have to start with humbling ourselves, not grasping or demanding (Philippians 2:1-11).
I don’t agree with everything Starbucks does nor with all
the values that they profess…like when they spell my name wrong. Yes, coffee
drinks are often too expensive, though I usually drink the less expensive iced
coffee. Having said that, Starbucks has been a blessing to the church as a “third space”
in the community to talk, listen, laugh, study, and share with believers and
those who don’t—even without reindeer on their cups.
Finally, I don’t need to fib about my name to force baristas to write "Merry Christmas" on my cup and then have to call
out “Merry Christmas, your tall non-fat iced coffee with mocha is ready!” I am
more interested in talking to them while they take my order and make my coffee…treating
them as fully human and even as friends. So hopefully, when I wish them a "Merry
Christmas!", and I will, they will believe I mean it and agree that it has been merry indeed.












