The intersection of celebrity influence and grassroots labor activism has found a new flashpoint in the ongoing struggle to unionize Starbucks. Actor and activist Alec Baldwin has stepped into a producer role for Baristas vs. Billionaires, a new documentary that chronicles the five-year campaign by Starbucks Workers United to secure collective bargaining rights for thousands of employees across the United States.
The film arrives at a critical juncture for the American labor movement, which has seen a marked increase in rank-and-file militancy over the last several years. From high-profile strikes in the automotive and entertainment sectors to the organic growth of union drives in the service industry, the movement led by predominantly young baristas has turn into a symbol of a broader generational shift in how workers view their relationship with corporate power.
For Baldwin, a long-time union member of SAG-AFTRA, the project is less about cinematic prestige and more about leveraging visibility to support the plight of the workaday employee. The documentary, directed by Academy Award nominee Mark Mori and narrated by Academy Award winner Susan Sarandon, seeks to pull back the curtain on the tactical battle between the coffee giant and its workforce.
From Buffalo to a National Movement
The trajectory of the Starbucks union drive is a study in rapid escalation. The movement gained significant momentum in December 2021
when the first store in Buffalo, New York, voted to unionize. This victory acted as a catalyst, sparking a wave of organizing that eventually spread to over 600 stores
across the U.S., according to producers of the film. This growth represents one of the most aggressive grassroots organizing efforts in the modern history of the American service sector, as detailed by Starbucks Workers United.
Though, the path from a successful union vote to a signed contract has been fraught with legal and administrative hurdles. The documentary highlights the gap between the democratic will of the workers and the reality of their employment terms. Despite the high number of unionized locations, many workers are still fighting for their first collective bargaining agreement, leaving them vulnerable to unilateral changes in scheduling and benefits.
The film examines the human cost of this stalemate, featuring testimonials from employees who describe a climate of retaliation. In the documentary’s trailer, workers describe qualifying for food stamps despite their employment and facing sudden terminations. These claims align with broader reports of labor disputes and National Labor Relations Board (NLRB) filings involving the company’s response to organizing efforts.
The Economics of Exploitation and the Union Model
From an economic perspective, the Starbucks struggle highlights a tension between the family-centric
corporate branding and the operational reality of a global monolith. Baldwin argues that the company’s success was built on a model that exploited labor by avoiding the costs associated with unionization. He suggests that the company often alternates its messaging, treating the workplace as a family
when discouraging union demands, but as a business
when maximizing profit margins.
“I support unions who are trying to make the workplace safer and the schedules more humane. Right now, the United States is filled with people who need to work second and third jobs just to pay their bills. And that’s tragic.” Alec Baldwin, Producer, Baristas vs. Billionaires
The documentary posits that the sustainability of the Starbucks model may be challenged if a significant percentage of its workforce successfully secures union contracts. The economic argument is that increased labor costs—resulting from higher wages, better healthcare, and guaranteed hours—could force the company to raise prices, potentially impacting its competitiveness in certain markets. However, proponents of the union drive argue that these costs are a necessary correction to a system that has historically underpaid the front-line staff responsible for the brand’s growth.
Leveraging Star Power for Labor Visibility
The decision to make Baristas vs. Billionaires a SAG-AFTRA production is a deliberate strategic choice. By involving high-profile figures like Baldwin and Sarandon, the filmmakers aim to bring a level of cultural visibility to the baristas that they could not achieve alone. This mirrors a broader trend where culturally visible unions, such as those in Hollywood, employ their platform to amplify the struggles of less visible labor sectors, such as hospital workers or meatpacking employees.
Baldwin’s perspective on the role of the union is rooted in his experience as a “workaday” actor. He notes that while the public focuses on the high-earning superstars of the industry, the vast majority of union members are those struggling to make a living. He contends that the primary purpose of a union should be to protect those at the bottom of the pay scale from cost-cutting measures implemented by executives who earn tens of millions of dollars annually.
The film’s production serves as a case study in “conscious” filmmaking. Director Mark Mori, a former steelworker and union member, brings a personal history of industrial labor to the project. His approach is to frame the Starbucks drive not as an isolated corporate dispute, but as part of a historical cycle of labor resurgence reminiscent of the 1930s.
What Happens Next for the Movement
As Baristas vs. Billionaires begins its rollout through film festivals and community screenings, the real-world struggle continues in the stores. The movement’s current focus remains the pursuit of a comprehensive national contract that would establish baseline standards for all unionized Starbucks locations. The ability of the union to maintain momentum in the face of corporate resistance will likely determine whether this movement leads to a permanent shift in the service industry’s labor landscape.
The film is currently screening at various venues, including a scheduled run at the Terra Theater in Atlanta starting May 8, with opening night serving as a benefit for Starbucks Workers United. Organizers are encouraging community groups and union locals to set up screenings to raise awareness and funds for the ongoing legal battles.
The next critical checkpoint for the movement will be the upcoming series of NLRB hearings and potential strike actions as workers push for a resolution on their first contracts. We will continue to monitor these filings and official updates as they emerge.
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