Watch: Starbucks' New Trans-Inclusive Ad Campaign

This New Starbucks Ad Shows A Trans Teen Using His Preferred Name To Order, Just As It Should Be

Trans people should feel this safe everywhere.


In this recently released British Starbucks commercial, a trans teen is repeatedly "deadnamed," which is when someone is called by a name that they don't identify as anymore. In this commercial, titled "Every name's a story," the protagonist is repeatedly addressed as "Jemma," the name he was given at birth that he no longer identifies with. You can visibly see how uncomfortable he is when people call him by his name. He feels ashamed when his birth given name is called or when his dad introduces him by this name.

He doesn't feel that Jemma is his identity... because it's not.

In the ad, when his drink is ready, he hears the barista say "James."

And James smiles.

It felt relieving for James to be addressed by his actual identity. It can be difficult for trans people to correct pronouns and change their names. Sometimes there are barriers, like identification cards, medical history, or birth certificates, that prevent a trans person from using the name they want. Other times, there are different factors, like fear of rejection or fear that their parents will lack acceptance.

Trans people deal with a lot of setbacks to be who they are, and this ad is a perfect representation of these barriers. Starbucks calls the campaign #WhatsYourName. This campaign was meant to call out the lack of trans representation in the media. Starbucks has also partnered with a UK charity called Mermaids, an organization whose mission is to help gender diverse children and their families.


I love how Starbucks wants trans people to feel comfortable in their establishment, just as it should be.

Not only is this a genius marketing tactic to show trans people that they are welcome in Starbucks, it also sets the precedent for other companies to promote inclusivity. Trans people deserve to be comfortable everywhere they go. And there's more to this ad campaign — Starbucks is encouraging people to open up about how Starbucks has helped their transition.

This trans individual tells the story of how Starbucks has helped his transition:


There are more videos just like this on Starbucks' website.

Of course, things can always be improved for trans people, like how many trans Starbucks employees have difficulties getting gender reassignment treatment from their Starbucks employee insurance plan, and... oof. If Starbucks wants to represent equality they need to make access better for medical treatment for transgender individuals.

Starbucks definitely has a lot to work on, but this is a step in the right direction.

Report this Content

For a long time, Goya has been a staple in some Latino households. People carry around jars of Adobo when they eat at friend's houses and packets of Sazón Goya can be found in almost everyone's pantry. Many BuzzFeed lists, videos, and memes aimed at Latinos reference Goya somewhere.

But in a year that just keeps hitting us with bad news, Goya Foods CEO Robert Unanue said that Trump was an "incredible builder" and that the US was "blessed" to have him as president at a White House event on Thursday.

Keep Reading... Show less

Harvard Just Announced Its 2020-21 School Year Will Be Taught Online — At Full $50K Tuition

While students attending degree-granting programs are set to pay the massive bill, Harvard still has widely available public courses that they offer for free.

Harvard University has announced that all classes for the 2020-2021 academic schedule will be held online. However, they will still be charging the typically more than $50,000 price tag to pay for tuition alone — a number that can inflate to more than $70,000 when additional costs are added together.

Keep Reading... Show less

ICE To International Students With Remote Fall Classes: Transfer Or Face Deportation

The new rule aims to pressure universities into holding in-person classes this fall.

In a news release on Monday, ICE announced that "The U.S. Department of State will not issue visas to students enrolled in schools and/or programs that are fully online for the fall semester nor will U.S. Customs and Border Protection permit these students to enter the United States."

Keep Reading... Show less

Elijah McClain's Case Is Being Reopened — His Family Is Still Waiting For Justice

The killing of an innocent Black man will be reinvestigated, and that news that brought me to tears.

9News / YouTube

On August 24, 2019, in Aurora, CO, a 23-year-old Black man named Elijah McClain was walking home from a convenience store after buying iced tea for his brother. He was wearing a ski mask because he was anemic and easily got cold. He was listening to music and dancing while he walked when someone called 911 on this Black man simply walking home.

Keep Reading... Show less

Despite COVID-19, Alabamans Return To Beaches

Noncompliance with CDC recommendations on beaches may contribute to outbreaks in Republican-controlled states.

Last week, I was in Orange Beach, AL. It, along with other Alabama beaches, seems to be quickly becoming a hotspot for coronavirus (COVID-19) cases, yet one could not discern this by observing the behavior of beachgoers. The situation on the ground was absolutely bonkers, and no one seemed to even be aware of the ongoing pandemic. Several restaurants that my family and I frequently visit on our annual trips to the beach had closed their doors this year due to an employee or employees contracting the virus. But at the ones that remained open, people neither wore masks nor maintained social distance.

Keep Reading... Show less

President Donald Trump is threatening to cut funding to schools that do not fully reopen in August.

Keep Reading... Show less

Trump's Tax Returns May Finally Be Investigated After A 7-2 Supreme Court Ruling

Both justices the president appointed ruled against him.

In a ruling on Thursday morning, the majority of the Supreme Court concluded that President Donald Trump is not immune to grand jury subpoenas.

Keep Reading... Show less

The Supreme Court Just Said Employers Can Deny Covering Birth Control, And It Wasn't Even A Close Vote

"Today, for the first time, the Court casts totally aside countervailing rights and interests in its zeal to secure religious rights to the nth degree..." — Justice Ruth Bader Ginsburg

The Supreme Court today ruled in line with the Trump Administration that your employer or university can deny covering birth control based on "religious or moral objection."

Keep Reading... Show less
Facebook Comments