Often, when we think of sustainable companies and corporate social responsibility we think of Patagonia, Stonyfield, Seventh Generation and the like: companies that have sustainability as part of their DNA and stakeholder engagement as the foundation for company culture. But what about the sustainability efforts of not so green companies? What about the CSR initiatives at corporations that have bad reputations, make questionable products and are late to the CSR game? Is there room for them?
For a case in point, let’s consider McDonalds, the undisputed king of big fast food. The company, which provides an impressive 71 page 2009 sustainability report on its website, lists improvement strategies and tactics that remind me of a sustainability index provided by a certain big box retailer. McDonalds suppliers are required to maintain codes of conduct and standards with regards to fair labor and equitable working conditions and be open to inspection by McDonalds representatives. Failure to comply, of course, could result in loss of approved vendor status by McDonalds. The company also hopes to work with its suppliers on environmental impacts of the supply chain, including efforts towards more sustainable packaging.
On McDonalds’ best practices microsite, the curious can filter different areas of interest (such as logistics, energy, sustainable feed, etc.) and find relevant case studies about the good green stuff the company has been involved in. Did you know that McDonalds in Wal-Mart locations participated in the World Wildlife Fund’s Earth Hour in March? I just learned that myself. Of course, that is not nearly as interesting as their story about the Low Oil Volume Fryer.
This is only a small sample of what the fast food giant has been up to. The question is, why should we care? The argument could be made that they, and other companies like them, make unhealthy products so their CSR efforts are hypocritical and done only for the sake of public relations. So, why should we cut them a break and applaud their efforts?
McDonalds is large and therefore has a significant environmental footprint. Their motivations for environmental improvements are irrelevant. If they use less energy and produce less carbon; if they encourage more sustainable supply chains and partner with like minded groups to bring about positive change (McDonalds and Greenpeace working together) then let them enjoy all the good PR that comes with it. If (and I say if only to play Devil’s Advocate) their intentions are selfish, so be it. As long as the air is cleaner, a little less carbon is emitted and we are one step closer to cars that run off of French fry grease then they have my full and total support.
We must also remember the customer base for McDonalds. Their patrons might not be the LOHAS customers that favor Patagonia or Stonyfield Yogurt. McDonalds has the opportunity to reach a demographic that is not commonly a target of green lifestyle products and services. If their customer base is reached and provided with more sustainable products in a more eco-friendly restaurant then all the better.
I cannot tell you the last time I was in a McDonalds (although I have eaten my fair share of Quarter Pounders). But, I cannot overlook or undervalue their sustainability efforts. They are significant because of their size and ability to reach a large international customer base. Therefore, if their money and time is spent towards greater sustainability then they have my vote and my thanks.