McDonald's and the Road to Sustainability

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Comment by Mike Goodman on March 20, 2010 at 10:51pm

I'm thrilled to see they are running a pilot of recycling and composting bins - albeit in the US. The amount of recyclable waste that appears to go straight to landfill from their restaurants is a significant issue that they should really have addressed by now.

Comment by Richard Milroy on February 10, 2010 at 10:05pm

also interesting to see where McSpotlight is now - not much activity for 5 years as far as I can see. Does anyone know if there are any anti-McD campaigns still running? See http://www.mcspotlight.org/

Comment by Richard Milroy on February 10, 2010 at 9:14pm

I think this is great. For me, the 'journey to sustainability' means constantly challenging our beliefs and values in the way we live and how our economy operates. I for one don't believe this is purely shallow Greenwash. Sure there may be a fair amount of that, but they are a changing company no doubt. Has anyone been in a McD recently?

It reminds me of the explosion of debate around Nuclear power a few years back. Again, the kind of debate and intellectual challenge we all need if we are to really change thinking about sustainability. RM

Comment by Alexandra Jenkins on February 10, 2010 at 8:16pm

Sustainability is certainly something that McDonalds and other large multinationals can aspire to. Despite the sugar coating of this video, there are key issues McDonalds needs to face worldwide if they’re to make any impact. For McDonalds to consistently implement and improve their sustainability around the world there will have to be a cultural change, with all employees understanding the necessity of sustainability both in stores and throughout the supply chain. This appears to be happening evident by this video and McDonald’s Vice President for Corporate Responsibility Bob Langert’s statement that “Energy is really our No. 1 issue”. However will consumers ever truly believe they’re doing enough or those such as Oliver believe they’re doing anything? Will they believe the truth has just been hidden behind a wall of great marketing?

Comment by Oliver Wagg on February 10, 2010 at 3:17pm

Certainly an impressive video. Don't believe the hype! In 1997 a UK judge ruled (in the famous McLibel court case) that McDonald's 'exploits children' with their advertising, produce 'misleading' advertising, are 'culpably responsible' for cruelty to animals, are 'antipathetic' to unionisation and pay their workers low wages. Lets hope they have come a long way in a decade. But I can't see much evidence of that. Has anyone seen an advert these days from McD that is not aimed at manipulating children into pressuring their parents to buy them more; their adverts about sustainable agriculture are just BS - a truly sustainable farming strategy for the planet would be aimed at eating less meat - they still buy beef from unsustainable sources in Brazil -; and they still pay close to the minimum wage in most countries.

Comment by Leon Young on February 10, 2010 at 2:26pm

Sustainbility is certainly something that McDonalds and similar companies can aspire to. For consumer-focussed companies like McDonald's public opinion is always the key driver; if consumers demand higher standards and vote with their wallets, businesses respond. McDonald's have certainly come a long way in the last decade, and no doubt have a way to go. They appear to have achieved significant environmental progress, and some social progress particularly in terms of menu options.

I wonder if the next challenge for them will be to come up with more socially sustainable marketing methods, and get off the 'happy meal'/pester power bus.

Comment by Lee Stewart on February 10, 2010 at 1:35pm

Can a company like McDonalds ever be sustainable? Whats your thoughts?