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For a generation and more, it has been a cornerstone of consumer society, first in the United States and then globally - the throwaway cup with the emerald logo depicting a longhaired siren with locks like ocean waves. Now, in an era where concern for sustainability can be good business, the Starbucks disposable cup may be on its way to extinction thanks to an unlikely force: Starbucks itself.

TEMPE, Ariz. — Bethany Patton steps up to the counter and places her pink mug into a shoebox-sized dishwasher. It spins. It whirs. Water splashes inside. After 90 seconds, the

By 2030, Starbucks wants to move away completely from disposable cups, which represent big portions of the company's overall waste and greenhouse gas emissions.

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For a generation and more, Starbucks' throwaway cup has been a cornerstone of consumer society, first in the United States and then globally. It has also carried a message: I am drinking recognizable coffee. Now, in the name of the environment and sustainability, the company's disposable cup may be on its way to extinction thanks to an unlikely force: Starbucks itself. It's part of the company's goals to cut waste, water use and carbon emissions in half by 2030. Pulling that off will be tricky. It's fraught with risks and provides a window into what companies must do t...