Starbucks moves into ‘content creation’ with digital series

NEW YORK — Starbucks wants to tell stories about inspiring Americans, marking the coffee chain’s latest push to deepen its relationship with customers and cast itself as a positive force on social issues.

The coffee chain said it is moving into the world of “content creation” with its series of text, video and podcasts on subjects including a former NFL player who helps disabled veterans. The company said it is aiming for the quality level of The Washington Post and The New York Times.

Starbucks said it will promote the “Upstanders” series in stores and on its mobile app over the next 10 weeks. CEO Howard Schultz said the app, which accounts for 25 percent of Starbucks transactions, is a “treasure trove” that can give content considerable exposure.

Schultz said retailers need to evolve to be more “experiential,” and he believes Starbucks will continue to pursue original content.

Moving into original content could give Starbucks more control in burnishing its image on social issues. The company has long touted its health and education benefits for employees, for instance. And last year, it had employees write “Race Together” on cups in the wake of protests over police killings of black men. The move was criticized as opportunistic and inappropriate coming from a company better known for pricey lattes, but such efforts have nevertheless fostered Starbucks’ liberal image.

Schultz said the changing “rules of engagement” means businesses now have to show customers they’re giving back to the community. He also gave a strong endorsement to Democratic presidential nominee Hillary Clinton on Wednesday, citing on CNN the “vitriolic display of bigotry and hate” on the “other side.” He didn’t rule out running for office himself at some point.

Many companies have been trying to bypass news outlets and become a direct source of information, sometimes hiring “brand journalists” to create stories about themselves. Coca-Cola runs a “Coca-Cola Journey” website, for instance, and Chipotle gained praise for its animated videos depicting itself as a more wholesome alternative to traditional fast food.

Schultz said the Upstanders series is not branded content or marketing because it’s not about Starbucks. But the push is nevertheless a way for the company to try and connect directly with customers with a feel-good message.