Costa coffee. A household name and a staple in millions of people’s daily routines. Only last year the company faced an attempted boycott in outrageous response to featuring an illustrative transgender man in a 2023 campaign. The character showed a masculine-looking figure boasting scars commonly associated with double mastectomies or, as it is commonly coined, 'top surgery'. The advertisement sparked controversy from both socio-political sides. Right-wing anti-trans activists claimed the campaign to be advocating for “self-mutilation”. Complaints from the left also emerged, arguing the capitalisation of the treatments trans people undertake should not be used for marketing and that Costa was simply fueling vitriol discourse that is entirely harmful to trans people.
The backlash they received was not entirely dissimilar to that targeted at Budweiser for featuring transgender internet personality Dylan Mulvaney. The far-right seems to despise any form of media acknowledging the presence of trans people within society. Personally, this only entices me to scream louder.
Outside of where your opinion on the campaign lies, it assures the public that Costa Coffee identify as an inclusive and progressive institution.
Baring this in mind; their treatment of trans employee Nicole is rendered even more disgusting. Frivolous ploys of manipulating consumers into believing they are supporting a humanitarian corporation need to be dragged into the limelight.
After working at Costa Coffee for just over two weeks, Nicole has made her name and pronouns known. The basic human right to be called her name has been respected. That is until she received her name badge. Instead of being adorned with her name, Nicole’s name badge has been inscribed with a male conjugation of her name. “Nic”. Such a belligerent, passive, dismissal of her identity only highlights the reality of Costa’s values. Performative activism is above all else; insulting. Coercing customers into believing they are being supported by your company on an international, public platform only to actively make your LQBTQ+ employees feel insignificant behind closed doors. Money-hungry corporations sink lower and lower each day. Walking into an environment you had once felt accepted in only to watch the colour drain leaving behind the ugly reality. This reality being an environment that doesn't respect you. A shattering feeling many of us can only imagine. An unwelcomed reminder that corners of this earth exist that will never accept who you really are. That dismisses the incredible courage and strength needed just to exist authentically sometimes. Carving a path through a world that wasn't made for you. Pretending our beautiful trans family doesn't exist is denying them any kind of human decency. Has Section 28 taught you nothing Costa Coffee? Ignoring a human's existence will never make them fade away.
Nicole herself has dismissed it as willful ignorance; unsurprised by the lack of support from, until now, positive coworkers. Outside of Costa Coffee, Nicole is a drumming teacher for children, a member of the previously mentioned on this site band 'Cheap Dirty Horse' and an aspiring novelist. Most recently featured in Queer publication 'Greebo", Nicole is a multifaceted artist and beautiful young trans-woman. An active contributor to her local community, it is an indignation for Costa to treat her this way.
Costa Coffee have publically codified their commitment to inclusivity ( https://costagroup.com.au/working-at-costa/diversity-at-costa/) but seem to only support the LGBTQ+ community when fiscally beneficial. The very basic right of being called by your own name. To be acknowledged for who you are. A simple action that we often forget can consume an entire existence. We have young people struggling for years trying to drown the reality of their identity. It is a huge slap in the face for a publically commended company to attempt to diminish queer existence under their payroll. Costa Coffee (of parent company Coca-Cola) is one of many that only claim ally status when convenient.
Queer existence is beautiful but has been manipulated into becoming a political statement. Living authentically and truly is not political. It is humanity flourishing in spite of institutionalised shackles. Already marginalised communities should not have to question the authenticity of promises made by workplaces. Employees should be respected and treated equally. One should not be forced to defend their identity. The simple act of being called your name is the bare minimum.
Costa Coffee, support your Queer employees. Respect not only their existence (the bare minimum of an employer), but also create a safe space for your employees of any minority. Uphold the values you flagrantly preach online. Additionally, if this is the calibre of spinelessness you demonstrate toward those you want the public to think you protect, I wouldn't be surprised if heterosexual cis-gendered counterparts receive the same dismissal.
Costa Coffee is not an accepting workplace. Costa Coffee profits from values they do not uphold and feeds parent Coca-Cola; directly contributing to the Palestinian massacre,
Costa Coffee. Pro-genocide. Pro-transphobia. And quite frankly, crap coffee.
If this hasn't encouraged you enough already to seek caffeine alternatives, let me introduce you to some fantastic locally-owned and queer-positive coffee shops. Support local instead of soulless firms. Put your money where your mouth is and help build communities instead of contributing to tearing them apart.
We Are Here Coffee:
- The composers of a wonderful list of cafes and spaces that are entirely Queer owned / Queer friendly. If you prefer your coffee available readily at home then make sure to check out their products. At home, ethically sourced coffee that quite frankly, looks incredible. Ambassadors for the community, I couldn't recommend them enough.
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