Starbucks' Signing Store is Opening in Washington, D.C
Ellen Smith — August 17, 2018 — Social Good
References: starbucks & hellogiggles
In a push for accessibility, Starbucks' Signing store will be opening near the deaf-friendly Gallaudet University, in Washington, D.C.
The new location will serve as the first of its kind for the iconic coffee chain, where every employee will be fluent in American Sign Language. In addition to servicing the customer, this location is also providing accommodating work environments for deaf community, hiring more than 20 employees with hearing impairments. In a continued effort to support the community, the merchandise and artwork featured and sold at this location will be created by a deaf artist.
When asked about the store, Howard A. Rosenblum, the Chief Executive Officer of the NAD said, "The National Association of the Deaf (NAD) is thrilled that a large corporation such as Starbucks is establishing a signing store. This endeavor promotes sign language, deaf culture, and increased accessibility and employment for deaf people."
The new location will serve as the first of its kind for the iconic coffee chain, where every employee will be fluent in American Sign Language. In addition to servicing the customer, this location is also providing accommodating work environments for deaf community, hiring more than 20 employees with hearing impairments. In a continued effort to support the community, the merchandise and artwork featured and sold at this location will be created by a deaf artist.
When asked about the store, Howard A. Rosenblum, the Chief Executive Officer of the NAD said, "The National Association of the Deaf (NAD) is thrilled that a large corporation such as Starbucks is establishing a signing store. This endeavor promotes sign language, deaf culture, and increased accessibility and employment for deaf people."
Trend Themes
1. Deaf-friendly Stores - Businesses can create spaces and accommodations that are specifically designed to cater to the deaf and hearing-impaired community, including hiring employees who are fluent in sign language, making it easier for this community to access services and opportunities.
2. Locally-sourced Artwork - Businesses can feature and sell locally-sourced artwork created by members of the deaf community in order to promote cultural inclusivity and provide a platform for artists who may have historically been excluded from mainstream art markets.
3. Diversity and Accessibility Employment Drives - Increasing the employment of people from diverse backgrounds including those with disabilities will allow businesses to tap into the skills and experiences of a wider, more diverse talent pool, and improve their ability to cater to a wider range of customers.
Industry Implications
1. Coffee Shops - The food and hospitality industry, specifically coffee chains and independent cafes, can create deaf-friendly stores by hiring employees fluent in sign language, locate near deaf-friendly areas, and sell locally-sourced artwork in their storefronts.
2. Retail - Clothing stores, supermarkets and other types of retail establishments can hire employees fluent in sign language and show commitment to community inclusivity, such as selling products from local makers, in order to foster more socially responsible business practices.
3. Arts and Culture - Arts institutions, such as museums and galleries, can commission artwork from deaf artists, offer guided tours in sign language and create immersive experiences that are inclusive of the hearing-impaired community.
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