As part of their Shared Planet goals, Starbucks has set a bold goal to develop a recyclable cup solution. The company has enlisted MIT Professor Peter Senge and his expertise applying systems theory to approach this situation. Peter and Ben Packard share their experience in engaging all members of the disposable cup value chain, and outline the principles behind this approach.

1. Recycling the Cup:
Systems Thinking at
Starbucks
Ben Packard - Starbucks
Peter Senge - MIT, Society for
Organizational Learning

2. COMMITMENT ON CUPS
We’re committed to minimizing our environmental footprint,
tackling climate change, and inspiring others to do the same
We will significantly reduce our environmental footprint & ensure
100% of our cups are reusable or recyclable by 2015.
+ Develop a comprehensive recyclable cup solution by 2012
+ Serve 25% of beverages made in our stores in reusable serve
ware or tumblers
+ Implement front-of-store recycling in our company-owned stores
2

4. “Starbucks has promised to
make the cups recyclable by
2015. Why they think it will
take five years to do what
kindergartners around the
world already do every day, I
can't say. I’m heading to
Peet’s!”

5. “I'd like someone at
Starbucks to explain to me
why I can go online, and in
less than 30 seconds find a
certified compostable hot
cup made with 100%
renewable resources. This
is not difficult!”

14. ENGAGING CONSUMERS
TRANSPARENCY
BUILDING MOMENTUM