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Starbucks is doing more to improve upon their role as the most socially responsible coffee chain. After all, if you’re going to pay that much for coffee, they might as well be doing some good for the world right?

For one day this year, you get to keep the wallet in your pocket when you approach the Starbucks counter…provided you have your own tumbler. On April 15th, tax day, patrons will have the opportunity to indulge in a free coffee fill up of their tumbler. What’s the occasion?

To offer something free, the Ides of April make for an appropriate enough time, seeing how that’s one day where money will be on almost everyone’s mind thanks to Uncle Sam. From a marketing perspective, it’s a good way to increase foot traffic into stores and potentially increase sales in other products outside of coffee. However, Starbucks has a greater mission in mind. By encouraging consumers to have re-usable mugs for their Starbucks coffee consumption on a regular basis, there will be less paper cups filling up landfills, dumps and littering streets. They are looking to reduce their own footprint on the environment with their own small move of reducing waste.

In the grand scheme of the environmental issues out there, it’s a small step. Though small, it’s those little victories that help achieve greater results.