The battle to do good : inside McDonald's sustainability journey / by Bob Langert.

Format:

Book

Author/Creator:

Langert, Bob, author.

Language:

English

Subjects (All):

McDonald's Corporation.

Social responsibility of business.

Sustainable development.

Physical Description:

xvi, 264 pages : illustrations ; 24 cm

Edition:

First edition.

Place of Publication:

Bingley, UK : Emerald Publishing, 2019.

Summary:

In The Battle to Do Good, former McDonald's executive Bob Langert takes readers on a behind-the-scenes eye witness account of the mega brand's battle to address numerous societal hot-button issues, such as packaging, waste, recycling, obesity, deforestation, and animal welfare. From the late 80s, McDonald's landed smack in the middle of one contentious issue after another, often locking horns with powerful NGOs such as Greenpeace, People for the Ethical Treatment of Animals, and Corporate Accountability. This sudden shift from being the beloved Golden Arches since opening its doors in 1955, to the demon of many societal ills, caught McDonald's off guard. Langert chronicles the highs and lows that McDonald's experienced in turbulent times and how its sustainability journey evolved from playing defense to strategically solving issues with unlikely partners, including a whirling dervish, autistic animal scientist, and avid environmentalists from the World Wildlife Fund and Conservation International. Packed with first-hand anecdotes, interviews with key McDonald's executives and NGO leaders, and scores of lessons learned, The Battle to Do Good is a sustainability page turner that provides unique insights and guidance on how to successfully navigate and manage today's societal issues to make the business stronger, more relevant, and more profitable.

Contents:

From defense to offense

The battle against waste: McDonald's first societal clash

The battle for farm animals: how animal welfare is transformed

The battle of extremism: McCruelty: meat is murder

The battle to be proactive: Happy Meal toys and the ups and downs of anticipatory issues management

The battle of the waistline and brand health: the obesity dilemma and a healthier Happy Meal

The battle for a sustainable supply chain: from silence to sustainable fish, less polluting hogs, and better lives for tomato pickers

The battle for values: can you etch them in stone?

The battle goes to the board room: a shareholder proposal makes a difference

The battle for the Amazon rainforest: how Greenpeace chickens changed McDonald's

The battle to make a pig's life better: how much room does a sow need?

The battle for better beef: the quest for sustainable beef

The battle to lead both business and society: the profits of sustainability.

Notes:

Includes bibliographical references (pages 249-258) and index.

Other Format:

Ebook version :

ISBN:

1787568164

9781787568167

OCLC:

1048940746