Starbucks (SBUX -0.7%) hopes that the points made in Fran Hawthorne's book Ethical Chic stay...

|About: Starbucks Corporation (SBUX)|By:, SA News Editor

Starbucks (SBUX -0.7%) hopes that the points made in Fran Hawthorne's book Ethical Chic stay under the radar. The author notes that companies such as Starbucks tagged as socially aware benefit from their image - even if it's not fully supported by their actions. Specifically, she takes Starbucks to task over its claims to take a holistic approach to ethically sourcing coffee. But on the flip side, what she calls social wrongs, investors long SBUX might call profit-making smart branding.