Starbucks' target market is urban professional men and women between the ages of 25 and 40. This market segment is characterized by fairly high incomes, professional careers and a concern for social welfare. This demographic accounts for approximately 49 percent of Starbucks' total business as of 2015.
Starbucks markets its products to this group by providing a hip, contemporary design in its stores and actively working to maintain its products' status symbol appeal. Starbucks devotes considerable time and resources to corporate social responsibility initiatives. Such programs include attempts to provide farmers a fair price for their products, reduce the firm's environmental footprint and improve local communities. These actions enhance the company's reputation among its young, socially conscious target demographic.