This document discusses Starbucks' engagement with corporate social responsibility (CSR) and how it communicates about CSR. It first outlines how CSR can provide competitive advantages if done authentically and with stakeholder engagement. However, it notes CSR is often criticized as "greenwashing". The document then analyzes gaps in Starbucks' corporate brand messaging around its sustainability efforts. It explores how the company can build trust and overcome CSR challenges through transparency, maintaining CSR as central to its identity, and ensuring its CSR story is true.