And that's not an accident.

這並非偶然。

They've become the biggest coffee chain in the world through incredibly clever marketing, devious design, and an uncanny ability to make people spend their money.

他們通過令人難以置信的巧妙營銷、狡猾的設計以及讓人們花錢的超凡能力，成為世界上最大的咖啡連鎖店。

This is how Starbucks brainwashed a generation.

星巴克就是這樣給一代人洗腦的。

A huge thank you to Ground News for sponsoring today's video.

衷心感謝 Ground News 贊助今天的視頻。

Now if you've been a loyal subscriber here on the channel for a while, you might know that we made a video about Starbucks and how they revolutionized the coffee industry.

如果你是我們頻道的忠實用戶，你可能知道我們曾製作過一段關於星巴克的視頻，以及他們是如何徹底改變咖啡行業的。

Well, this is sort of a part two to that original one.

好吧，這算是原版的第二部分。

In that video, we talked about how they spearheaded the whole fair trade idea and then completely abandoned it, how they pioneered the coffee shop as a third place to hang out, and how they made specialty coffee a mainstream phenomenon for Americans, anyways.

在那段視頻中，我們談到了他們如何率先提出公平貿易的理念，然後又完全放棄了這一理念；他們如何開創了咖啡店作為第三休閒場所的先河；以及他們如何讓特色咖啡成為美國人的主流現象。

Now those three things alone would have made them an icon within the coffee world.

單憑這三點，就足以讓他們成為咖啡界的標誌。

But the thing is, Starbucks is not just a brand of coffee.

但問題是，星巴克不僅僅是一個咖啡品牌。

The reason why we're making this video right now is because at the time of writing this script, they've lost $11 billion in revenue as well as faced boycotts due to their stance on the Israel-Palestine conflict and union busting.

我們現在製作這段視頻的原因是，在撰寫本腳本時，他們已經損失了 110 億美元的收入，並且由於在以色列-巴勒斯坦衝突和破壞工會問題上的立場而面臨抵制。

But this isn't the first time that this company has faced boycotts or social backlash.

但這並不是這家公司第一次面臨抵制或社會反彈。

Over the years, they have received hate from the left and the right alike.

多年來，左派和右派都對他們恨之入骨。

Starbucks has proven to be a pretty sketchy, giant corporation.

事實證明，星巴克是一家相當可疑的巨型企業。

They've been caught using child labor in 2020, and then again two years later, and have been union busting for years.

他們在 2020 年被發現使用童工，兩年後再次被發現，而且多年來一直在破壞工會。

But despite all of this chaos, all of this outrage at this company, they are still a global leader.

但是，儘管公司發生了這麼多混亂和憤怒，他們仍然是全球領導者。

Why?

為什麼？

How?

怎麼做？

Why do people keep going back?

為什麼人們總是要回去？

Well, it's because they've convinced millions of people that they aren't just a place to go and get coffee.

這是因為他們讓數百萬人相信，他們不僅僅是一個喝咖啡的地方。

They are the only place to go and get coffee.

他們是唯一能喝到咖啡的地方。

Starbucks is disturbingly good at making themselves a part of people's lives.

星巴克善於讓自己成為人們生活的一部分，這一點令人不安。

Over the years, they have created a connection with their core base that it seems like almost nothing can shake.

多年來，他們與自己的核心群體建立了一種聯繫，似乎幾乎沒有什麼能撼動這種聯繫。

So we mentioned the controversy around Starbucks' stance on unions earlier, and we wanted to dig a little further into all of this.

是以，我們之前提到了圍繞星巴克對工會立場的爭議，我們想進一步深入探討一下。

Using Ground News, we found a bunch of information, like how Starbucks and Workers United finally announced a path forward to reach collective bargaining agreements.

通過 Ground News，我們找到了許多資訊，比如星巴克和工人聯合組織最終宣佈了達成集體談判協議的途徑。

Now, if you don't already know them,

現在，如果你還不知道他們的話、

Ground News is an app and a website that gathers news articles from all over the world with context so you truly understand what is going on.

Ground News 是一款應用程序，也是一個網站，它收集了世界各地的新聞報道，並附有背景資料，讓你真正瞭解發生了什麼。

We can access all 45 sources for this story, including the press release from Starbucks.

我們可以獲取本新聞的全部 45 個資訊來源，包括星巴克發佈的新聞稿。

Most of them lean politically left or center, so this could have been missed or not on your radar if you consume mostly right-leaning news.

他們中的大多數人在政治上傾向於左翼或中間派，是以，如果你閱讀的新聞大多傾向於右翼，你可能會錯過或沒有注意到這一點。

And if we look deeper, this is where it gets really interesting.

如果我們深入研究一下，就會發現這才是真正有趣的地方。

We can see that some articles are just sticking to the reporting on the start of these bargaining talks, while others give more context, like how the former CEO of Starbucks stepping down last year played a huge role in this breakthrough.

我們可以看到，一些文章僅僅停留在對談判開始的報道上，而另一些文章則提供了更多的背景資訊，比如星巴克前首席執行官去年的下臺在這次突破中發揮了巨大作用。

But the fight's not over yet.

但戰鬥還沒有結束。

We keep working with Ground News because we truly resonate with their values.

我們一直與 Ground News 合作，因為我們真正認同他們的價值觀。

Their one-of-a-kind platform perfectly syncs with our mission at Future Proof, which is to empower you all to make the informed decisions that you need to by sharpening your critical thinking skills.

他們獨一無二的平臺與我們 "面向未來 "公司的使命完美契合，那就是通過提高你們的批判性思維能力，使你們能夠做出所需的明智決策。

And they're a proudly Canadian company just like us, so check them out at ground.news.com.

他們和我們一樣是一家值得驕傲的加拿大公司，請登錄 ground.news.com 查看。

You can join for as little as $1 a month or use our link to get 40% off their unlimited access Vantage plan, making infinite knowledge cheaper than your daily nitro cold brew.

您只需每月支付 1 美元即可加入，或者使用我們的鏈接，即可享受無限訪問 Vantage 計劃的 40% 優惠，這使得無限知識比您每天飲用硝基冷飲還要便宜。

A huge thank you to Ground News for sponsoring today's video.

衷心感謝 Ground News 贊助今天的視頻。

Now let's get back into it.

現在，讓我們重新開始。

See, people are so locked into the Starbucks routine that it's basically an addiction.

你看，人們被星巴克的例行公事鎖住了，基本上已經上癮了。

For many people, the local Starbucks coffee shop is their only local coffee shop.

對許多人來說，當地的星巴克咖啡店是他們在當地唯一的咖啡店。

This is because they are the biggest coffee chain in the world, with almost 40,000 stores in over 80 countries.

這是因為他們是世界上最大的咖啡連鎖店，在 80 多個國家擁有近 40,000 家門店。

And this might seem like an arbitrary or obvious part of the story, but being able to get your fix on the way to work or when you go out of town cannot really be understated here.

這可能看起來是故事中隨意或顯而易見的一部分，但在上班途中或出遠門時能夠得到解決，這一點真的不能低估。

I have known people who have booked all-inclusive resorts in another country because there was a Starbucks down the road.

我認識一些人，他們在另一個國家預訂了全包式度假村，因為路邊有一家星巴克。

These people would leave the resort where they get their free coffee, get in an Uber down the street, pay for a Starbucks, and then return to the resort.

這些人會離開度假村，在那裡喝免費咖啡，然後坐 Uber 到街上，付錢去星巴克，再回到度假村。

Or they would get it delivered through Uber Eats.

或者他們會通過 Uber Eats 送餐。

I am completely serious.

我完全是認真的。

And this is all a part of Starbucks' genius manipulation tactics.

而這一切都是星巴克天才操縱策略的一部分。

They know that a lot of the reason why people choose to continue to come back to their shops and why they seek out their shops, even when they're on vacation, is because of their consistency.

他們知道，人們之所以選擇繼續光顧他們的商店，甚至在度假時也會光顧他們的商店，很大程度上是因為他們的服務始終如一。

No matter which of those 80-plus countries that you are in where Starbucks has stores, your experience there will be pretty much exactly the same.

在星巴克擁有門店的 80 多個國家中，無論您身處哪個國家，您在那裡的體驗都會完全相同。

And there is a very specific reason for this.

這是有非常具體的原因的。

Almost half of Starbucks worldwide are licensed.

全球近一半的星巴克都擁有特許經營權。

This means that the store is independently owned, but the store owners pay for the company's intellectual property, the branding, the logo, the drink recipes, the cups.

這意味著商店是獨立經營的，但店主要為公司的知識產權、品牌、標識、飲料配方和杯子買單。

But in the case of Starbucks, they've included operational methods as a part of their intellectual property, all the way down to where the basket of plastic bottles is placed.

但在星巴克的案例中，他們將操作方法作為知識產權的一部分，甚至包括塑料瓶籃子的擺放位置。

Whether you walk into their home location in Seattle or a cafe on the other side of the world, you know pretty much where everything is going to be and that it's going to be exactly the same, except for the prices.

無論你是走進他們位於西雅圖的主店，還是世界另一端的咖啡館，你都會知道一切都會在哪裡，而且除了價格之外，一切都會完全一樣。

In this context, not only is the physical space, the lighting, and the smell all the same, but your Triple Venti No Frap Frappuccino is going to taste the same, too.

在這種情況下，不僅物理空間、燈光和氣味都是一樣的，而且你的 Triple Venti No Frap Frappuccino 的味道也是一樣的。

And all of a sudden, the people in the resort kind of start to make sense, right?

突然間，度假村裡的人開始變得有意義了，對嗎？

Even if you're in a country where you don't speak the language or understand the culture or the directions back to the beach, you know exactly what to expect when you walk into that Starbucks.

即使你在一個語言不通、不瞭解當地文化或不知道回海灘方向的國家，當你走進星巴克時，你也會清楚地知道會發生什麼。

But they take this one step further in the digital realm, too.

但他們在數字領域也更進一步。

One of the more recent innovations that further entrenches people into the Starbucks ecosystem is the Starbucks Rewards app.

星巴克獎賞應用程序是最近的一項創新，它進一步將人們帶入了星巴克生態系統。

Of course, there are a lot of other chains and brands that have similar concepts for their stores, but none of them have done it quite as well or had the legendary success of Starbucks.

當然，還有很多其他連鎖店和品牌也有類似的門店概念，但它們都沒有星巴克做得那麼好，也沒有星巴克取得傳奇般的成功。

See, this app is designed to make the whole experience of going to Starbucks even more seamless.

瞧，這款應用程序的設計初衷就是讓你去星巴克的整個體驗更加完美。

Regular customers can use it to pre-order, pre-pay, and then skip half the line for a speedy pickup.

老顧客可以用它來預購、預付，然後跳過一半的隊伍，快速取貨。

And the more that you use the app, the more free drinks you get.

使用該應用程序越多，獲得的免費飲料就越多。

But this app isn't just a nifty way to get a free drink on your birthday or skip a line or whatever.

但這款應用程序不僅僅是在你生日那天獲得一杯免費飲料或跳過排隊之類的好辦法。

For Starbucks, the app represents a whole new hold on the wealth that their dedicated following can offer.

對於星巴克來說，這款應用程序代表著他們的忠實粉絲可以提供的全新財富。

Now, some of you might have seen an absolutely great video by fellow YouTube creator Pauly Matter.

現在，有些人可能已經看過 YouTube 創作者 Pauly Matter 的一段非常棒的視頻。

In that video, he breaks down how Starbucks has turned their Starbucks Rewards program into its own proprietary banking system.

在該視頻中，他分析了星巴克如何將其星巴克獎賞計劃轉變成自己的專有銀行系統。

To summarize a part of his video, the loading of money onto the Rewards cards isn't just being used to pay for your drinks.

總結一下他視頻中的部分內容，在獎勵卡上充值並不只是用來支付酒水費用。

That money is being held by Starbucks and then used in other ways that most people are just completely unaware of.

這些錢被星巴克扣留，然後被用於其他方面，而大多數人卻完全不知道。

Apparently, this is legal.

顯然，這是合法的。

And apparently, the Rewards program and the reloadable cards represents a significant amount of the chain's recent fiscal growth.

顯然，"獎勵計劃 "和 "可儲值卡 "在連鎖店最近的財政增長中佔了很大比重。

This is in part because the company is profiting off of those funds, even if the cards are never used.

部分原因是公司從這些資金中獲利，即使這些卡從未被使用過。

That means the Starbucks cards are holding more in deposits than some American banks.

這意味著星巴克卡的存款比一些美國銀行還多。

In fact, if Starbucks were a bank, it would rank among the top 10% of American financial institutions.

事實上，如果星巴克是一家銀行，它將躋身美國金融機構前 10%的行列。

On top of using your money to make more money, the app also uses the analytics based on your purchase habits to inform their push notifications.

除了用你的錢來賺更多的錢外，該應用程序還根據你的購買習慣進行分析，為其推送通知提供依據。

This includes personalized marketing about happy hour events and other perks that you might want to indulge in.

這包括有關歡樂時光活動和其他您可能想享受的福利的個性化營銷。

So you started using the app because you thought it was gonna be convenient, and then they ended up using your money to make more money, and then they started mining your data to get you to buy more, and this is probably not what you thought was gonna happen when you signed up to get that free birthday Frappuccino.

所以你開始使用這個應用程序是因為你覺得它很方便，結果他們用你的錢來賺更多的錢，然後他們開始挖掘你的數據，讓你買更多的東西，這可能不是你註冊獲得免費生日星冰樂時所想的結果。

And that Frappuccino is the next part of this story.

而那杯星冰樂就是故事的下一部分。

See, I can tell you, because I am a person who lived in the times before Starbucks and after, that before Starbucks existed, nobody knew what the hell a Frappuccino was.

你看，我可以告訴你，因為我是一個生活在星巴克之前和之後的人，在星巴克出現之前，沒人知道星冰樂是什麼玩意兒。

See, Starbucks sells coffee, but not because of passion or need, but because it's high in caffeine and therefore addictive.

你看，星巴克賣咖啡，但不是因為熱情或需要，而是因為它含有大量咖啡因，是以會讓人上癮。

But the real innovation behind Starbucks' beverages was the specialty drink culture that they created, which just added sugar to the equation, making them even more alluring.

但是，星巴克飲料背後真正的創新是他們創造的特色飲料文化，它只是在等式中加入了糖，使飲料更加誘人。

Today, most people that order a drink at Starbucks aren't getting a coffee with cream in it.

如今，大多數人在星巴克點的飲料都不是加奶油的咖啡。

The latte or cappuccino is the bare minimum, and most opt for a much more complicated flavored, seasonal, or color-coordinated beverage that look more like candy than coffee.

拿鐵或卡布奇諾是最基本的選擇，大多數人會選擇口味更復雜、季節性更強或顏色更協調的飲料，這些飲料看起來更像糖果而不是咖啡。

And this is just the stuff that's literally on their menu.

這還只是他們菜單上的東西。

Apparently, there is a whole culture around secret menu drinks that I sadly had to learn about in the making of this video.

很顯然，在製作這段視頻的過程中，我不得不瞭解到圍繞祕製菜單飲品的一整套文化。

This has to be like the moment in which you realize just how lost in the sauce some people are with the whole Starbucks thing.

這一刻，你才會意識到，有些人對星巴克是多麼的迷戀。

If you go on your phone right now and you look up Starbucks on TikTok, you're gonna find hundreds of secret menu drink videos.

如果你現在用手機在 TikTok 上查找星巴克，你會發現數以百計的祕密菜單飲品視頻。

And there are websites and other videos on other platforms that do the same thing.

其他平臺上的網站和視頻也有同樣的功能。

These drinks were invented, I think, by Starbucks rider dyes with too much time on their hands, basically.

我想，這些飲料基本上是星巴克的騎手們閒得無聊發明的。

They basically take preexisting menu items and then add a whole bunch of customizations onto it that eventually turn it into a whole new drink.

他們基本上是在已有的菜單項目上添加一大堆定製內容，最終將其變成一種全新的飲料。

And these things are expensive because each add-on is like 50 cents a pop.

而且這些東西很貴，因為每個附加組件都要 50 美分。

I get why it happens, but I just wanna say two things on this before we move on.

我明白為什麼會出現這種情況，但在我們繼續討論之前，我只想說兩件事。

One, don't buy these, okay?

第一，別買這些，好嗎？

Your barista hates you, the people behind you hate you, and you just don't need to do this, which brings me to my second point.

你的咖啡師討厭你，你身後的人討厭你，你根本沒必要這麼做，這就是我要說的第二點。

I personally just think it's such a bummer when people channel their artistic energy into something as trivial as Team Edward versus Team Jacob Frappuccinos, okay?

我個人只是覺得，當人們把藝術精力投入到愛德華隊與雅各布隊的星冰樂這樣的小事上時，實在是太掃興了，好嗎？

Maybe I'm being judgmental here, but sometimes I wonder what the world would be like if people spent more time expressing themselves in ways that didn't, you know, directly fund a massive company, you know?

也許我是在妄加評論，但有時我在想，如果人們花更多的時間來表達自己，而不是直接資助一家大型公司，這個世界會變成什麼樣？

Like, draw something, you know, cook something.

比如，畫點什麼，你知道的，做點什麼。

I don't know, learn how to do a handstand.

不知道，學學倒立吧。

Just don't do it in a Starbucks.

只是不要在星巴克裡做。

All right, but now we're gonna get into one of my favorite parts of this whole scenario, and that is the cup.

好了，現在我們要進入整個場景中我最喜歡的部分之一，那就是杯子。

The Starbucks to-go cup is iconic, and it is an often overlooked and brilliant tool in the retention of customers.

星巴克的外帶杯具有標誌性意義，它是一個經常被忽視的留住顧客的絕佳工具。

See, first and foremost, the cup eliminates all responsibility from the consumer.

首先，杯子免除了消費者的所有責任。

Not only do you not have to buy the ingredients for the coffee or make the coffee in the first place, but the disposable cup removes all cleanup.

您不僅無需購買咖啡配料或製作咖啡，而且一次性杯子還能免去一切清理工作。

This reduces the friction of the whole interaction almost completely.

這幾乎完全減少了整個互動過程中的摩擦。

The brilliance of the disposable cup as a tool is probably why, more than anything else, the reusable cup trend truly never reached the mainstream.

一次性紙杯作為一種工具的魅力，或許正是可重複使用紙杯的潮流從未真正成為主流的原因。

Let me explain why.

讓我來解釋一下原因。

See, this cup wouldn't have worked if it sucked to use.

你看，如果這個杯子不好用，它就不會起作用了。

Now, of course, Starbucks didn't invent the disposable cup, but they did adapt their design and emblazoned each and every single one of them with their iconic logo, of course.

當然，一次性紙杯並不是星巴克發明的，但他們確實調整了紙杯的設計，並在每一個紙杯上都印上了他們的標誌性商標。

Probably the only real innovation that they did was add that little green stir stick thing that acts as a stopper for the top of the to-go lid so you can bring it wherever you need to go.

他們唯一真正的創新可能就是添加了一個綠色的小攪拌棒，可以作為外帶蓋頂部的塞子，這樣你就可以把它帶到你需要去的任何地方。

It also conveniently serves as a bit of a beacon to tell everybody that your drink is from Starbucks when you're on the street or whatever.

當你走在街上或其他地方時，它還能方便地充當燈塔，告訴大家你的飲料來自星巴克。

But these cups are actually a design masterpiece.

不過，這些杯子其實是一個設計傑作。

They have to be nice to hold, retain their heat, but not burn your hand, they can't leak, and they have to feel good to drink out of, all the while being cheap enough for the company to give them away for free with every single purchase.

它們必須好拿，能保溫，但不會燙手，不能漏水，喝起來感覺良好，同時價格便宜到足以讓公司在每次購買時免費贈送。

And here you are, from a consumer standpoint, you've paid $6 for a coffee and a tip, and you don't wanna have to clean up after it, right?

在這裡，從消費者的角度來看，你花了 6 美元買一杯咖啡和小費，你不想在喝完咖啡後還得打掃衛生，對嗎？

That cup becomes a part of the luxury that you're paying for.

那杯子就成了你花錢買的奢侈品的一部分。

And look, I hate these things.

聽著，我討厭這些東西。

They're terrible in so many ways.

他們在很多方面都很糟糕。

Almost all of them are lined with plastic, they're completely unrecyclable or compostable, and they just have to be trashed.

幾乎所有的塑膠袋都內襯塑膠，完全不能回收或堆肥，只能扔掉。

But that doesn't really matter, because for a mass-produced product, they are impressively well-made, which completely aligns with Starbucks' promise to center the customer's experience above all else.

但這並不重要，因為作為一種大規模生產的產品，它們的製作精良令人印象深刻，這完全符合星巴克以顧客體驗為中心的承諾。

Now, if you are a little bit concerned about the planet, don't worry, Starbucks hears you.

現在，如果你有點擔心地球，別擔心，星巴克聽得見。

They want you to know that they introduced the industry's first paper beverage cup containing 10% post-consumer recycled fiber.

他們想讓你知道，他們推出了業內第一款含有 10% 消費後回收纖維的紙質飲料杯。

Like, that's a huge milestone or something.

就像，這是一個巨大的里程碑什麼的。

And yet, when you try to click on the links to learn more about the disposable cup's sustainability commitments, all the links are dead.

然而，當你試圖點擊鏈接瞭解一次性杯子的可持續發展承諾時，所有鏈接都是死的。

And this is kind of their entire approach to sustainability.

這就是他們實現可持續發展的整個方法。

It's all just marketing.

這只是營銷而已。

It's the classic corporate responsibility gimmick.

這是典型的企業責任噱頭。

Create enough plans and announcements to keep your core customer base satisfied that you're not just some ruthless, terrible corporation f**king up the planet, and then just go ahead with business as usual.

制定足夠多的計劃和公告，讓你的核心客戶群感到滿意，讓他們知道你並不只是一個無情、可怕的公司，而是一個在地球上搞破壞的公司，然後照常營業。

For example, one of their more recent things was their Greener Stores initiative.

例如，他們最近開展的一項活動就是 "綠色商店 "計劃。

Basically, a bunch of nice interior design and some buzzwords to make you feel like you're doing your part in the global effort to stop climate change, just in the same way that you thought you were making a difference supporting free trade coffee at Starbucks before they scrapped that idea too.

基本上，就是一堆漂亮的室內設計和一些拗口的詞彙，讓你覺得自己在為阻止氣候變化的全球努力盡一份力，就像你在星巴克支持自由貿易咖啡之前，也以為自己在做出改變一樣。

Once again, you'll have to watch our first video if you wanna know what I'm talking about there.

如果你想知道我在說什麼，請再次觀看我們的第一個視頻。

And as per usual, this is all just a distraction from their questionable politics, their shady ingredients, and their announced but yet to materialize compostable cups.

和往常一樣，這一切都只是為了轉移人們對他們可疑的政治、不正當的成分以及已經宣佈但尚未實現的可堆肥水杯的注意力。

Their whole marketing tactic kind of reminds me of being a teenager.

他們的整個營銷策略讓我想起了少年時代。

You know, you get a job, you show up for one week, and then you quit, but then you just keep it on your resume.

你知道，你得到一份工作，只做了一個星期，然後你就辭職了，但你只是把它保留在你的履歷上。

Like, it's not technically a lie, but it's definitely not true either.

比如，嚴格來說這不是謊言，但也絕對不是事實。

Now, all of this culminates into the final objective, which is to brainwash people into choosing Starbucks without even thinking about it.

現在，所有這一切的最終目的，就是給人們洗腦，讓他們不假思索地選擇星巴克。

Their presence all over the world, the app, the cup, and the fancy sugary coffee itself is all there to make them the most appealing and most convenient choice possible.

咖啡店遍佈全球，應用程序、咖啡杯和花式含糖咖啡本身都讓它們成為最吸引人、最方便的選擇。

For a lot of people, sipping that first sip of Starbucks coffee in that cup defines the start of each day.

對很多人來說，喝下第一口星巴克咖啡就意味著每天的開始。

And research shows that repeated action in a consistent context becomes a habit.

研究表明，在一致的背景下重複行動就會成為一種習慣。

This is called associative learning, which you might know from the story of Pavlov's dog.

這就是所謂的聯想學習，你可能從巴甫洛夫的狗的故事中有所瞭解。

Pavlov would ding a bell when it was time to feed his dog, and eventually the dog started salivating at the sound of the bell, whether or not there was actually even food present.

巴甫洛夫會在該餵狗的時候敲響鈴鐺，最終，無論是否真的有食物，狗聽到鈴鐺聲就開始流口水。