Last week I presented the Best Use of Research, Measurement and Evaluation Award at the PRSA New York chapter's Big Apple Awards. Starbucks and Edelman took the prize for "Starbucks Coffee Company Earth Month." When a customer substitutes a reusable mug for a paper cup, Starbucks says that can save seven trees per year. With Starbucks serving up more than four billion cups a year, there's real potential for reducing environmental impact. The team used a multi-faced research brew as deep and rich as any espresso. The planning research drove clear measurable objectives, strategy and milestones. The program aimed to inspire U.S. customers and stakeholders to join Starbucks in reducing waste while advancing awareness of the company's environmental leadership.