The Battle To Do Good : Inside McDonald’s Sustainability Journey

Cover
THE BATTLE TO DO GOOD
THE BATTLE TO DO GOOD: Inside McDonald’s Sustainability Journey
Copyright
Contents
List of Figures
About the Author
Acknowledgments
Introduction: From Defense to Offense
	Taking on the Fuzziness of Sustainability
	The Origins of Societal Clashes
	Leading Change
	Hard Knock Nuggets
1. The Battle Against Waste: McDonald’s First Societal Clash
	Trash and a Clamshell
	Saving the Polystyrene Foam Clamshell
	The Wolf in the Hen House
	The Tree Huggers Arrive
	What Is the Right Thing to Do?
	No Beige Solutions
	Postscript: Shedding 300 Million Pounds
	How to Establish Partnerships
	How to Choose a Partner
2. The Battle for Farm Animals: How Animal Welfare Is Transformed
	The Dying Pig in the Aisle
	The World’s Biggest PR Disaster Spurs Change
	A Rumpled Activist, a Big-Time Lawyer, and an Autistic Animal Scientist Change Animal Agriculture History
	Temple Grandin Woos McDonald’s Suppliers
	The Three Ps: Passion, Patience, and Persistence
3. The Battle of Extremism: McCruelty: Meat Is Murder
	How to Develop a Counterstrategy?
	Develop a Set of Principles
	Establish a Blue-Ribbon Panel
	Public Relations Piñata
	Does PETA Deserve Some Credit?
	Ideas to Neutralize the Extremist
4. The Battle to Be Proactive: Happy Meal Toys and the Ups and
Downs of Anticipatory Issues
Management
	The AIM Evangelist Meets the Global Safety Officer
	The Limits of AIM
	Getting Ahead of Issues
5. The Battle of the Waistline and Brand Health: The Obesity Dilemma and a
Healthier Happy Meal
	There’s a Hole in the Roof
	An Avalanche Hits the Happy Meal
	The Unhappy Meal: From the Edge of a Cliff to Society Friendly
	The Death and Resurrection of Brand Trust
	Brand and Business Inextricably Linked
6. The Battle for a Sustainable Supply Chain: From Silence to Sustainable Fish,
Less Polluting Hogs, and Better
Lives for Tomato Pickers
	Getting Beyond Ragtag Corporate Responsibility
		The Next Step: The Natural Step
		Karl-Henrik Robért and the Four System Conditions
		The Fourth Element of Supply Chain Introduced to Chilling Silence
	Can We Make the Filet-O-Fish Sustainable?
	Converting a Hog Supplier From Bad to Good
		The Houdini of Sustainability
	Hearing From the Voice of God
		The Power of the Slippery Slope
		The Tough CIW Leader
		Another Truth Tour
	Mixed Progress With the Fourth Element of Sustainability
	Managing a Sustainable Supply Chain
7. The Battle for Values: Can You Etch Them in Stone?
	Squabbling Over the Importance of Values
	Revealing McDonald’s Values
		Integrating Our Values
	Keeping Values Alive
8. The Battle Goes to the Board Room: A Shareholder Proposal Makes a
Difference
	Shareholders Focus on Pesticides
		Shareholders Make Demands
		Seeking Compromise Is Good
	Lessons for Engaging With Investors—and for Investors to Engage With Companies
9. The Battle for the Amazon Rainforest: How Greenpeace Chickens
Changed McDonald’s
	Eating Up the Amazon
	Don’t Get Mad
	Not Doing It the Greenpeace Way
	Shaking Hands With Greenpeace
	A Wake-up Call for McDonald’s and Our Suppliers
	Sustainability Gets a Permanent Seat at the Table
	How to Mainstream Sustainability
10. The Battle to Make a Pig’s Life Better: How Much Room Does a Sow Need?
	A Blue-Chip Meeting About a Blue-Chip Issue
	The Search for Alternatives Begins
	The Decades-Long Conundrum Faces a Deadline
	The Plan for Ending Gestation Stall Use
	The Secret Sauce of Sustainable Influencing
11. The Battle for Better Beef: The Quest for Sustainable Beef
	The Ecologist, the Corporatist, and the Beef Lobbyist
	Changing the Sentiment of Us Versus Them
	A Sustainable Beef Powwow
	Putting Meat Behind the Global Roundtable for Sustainable Beef
	Convincing the C-Suite
	Kick-Starting a Movement
	What It Takes to Lead Sustainability
12. The Battle to Lead Both Business and Society: The Profits of Sustainability
	Battling Risk Averseness
	Developing Shared Value Goals
		The Sourcing Pillar
		The Planet Pillar
			Climate Change
			Recycling: Harder Than It Looks
		The Food Pillar
		The People Pillar
		The Community Pillar
	Sustainability Introduced at Worldwide Convention
	The Future of Good Business Means Embedding Sustainability
	A Sustainability Framework Template
Endnotes
Index