Starbucks chases Gen Z nostalgia, betting $1 billion on plan to bring back the ‘third place’

FortuneThursday, September 25, 2025 at 5:18:40 PM
Starbucks chases Gen Z nostalgia, betting $1 billion on plan to bring back the ‘third place’
Starbucks is investing $1 billion in a strategy aimed at appealing to Gen Z nostalgia by revitalizing the concept of the 'third place'—a social space outside of home and work. However, this ambitious plan has sparked discontent among the Starbucks workers' union, as it involves store closures and hundreds of layoffs. This situation highlights the tension between corporate strategies and employee welfare, raising questions about the long-term impact on both the workforce and the brand's community image.
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