Yes, he makes a good point, but I agree with you that it's too general, because a) Starbucks is popular for reasons beyond its ability to make you feel good (and it's not even the best coffee company at doing so, especially when one considers that many independent coffeeshops at better at it and can make the argument in a more compelling way, and b) Starbucks did not invent this approach, and is really not the only company to do it. Other good examples are American Apparel, TOMS, and really anything organic or local. The idea that spending extra money makes it a better, more compassionate purchase.
Yes, he makes a good point, but I agree with you that it's too general, because a) Starbucks is popular for reasons beyond its ability to make you feel good (and it's not even the best coffee company at doing so, especially when one considers that many independent coffeeshops at better at it and can make the argument in a more compelling way, and b) Starbucks did not invent this approach, and is really not the only company to do it. Other good examples are American Apparel, TOMS, and really anything organic or local. The idea that spending extra money makes it a better, more compassionate purchase.