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‘Forced joy’ is a miserable corporate trend
At companies like Starbucks and Tiffany, fun has become a job requirement
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Employees, especially those in the service sector, have long been required to project a certain emotion even when it’s mismatched with how they truly feel.
PHOTO: REUTERS
Beth Kowitt
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Starbucks Corp baristas have a new job requirement.
In addition to remembering to make your latte with no foam or your cortado with oat milk, they must also write a little missive on your cup. It’s a directive that comes straight from chief executive Brian Niccol, who says the handwritten notes foster “moments of connection” – part of his strategy to get more customers into stores to turn around the faltering coffee giant.
