The Most Serious GameThe Most Serious Game

The McDonald’s Corporation in the 21st Century

Underperformance 1999-2002Underperformance 1999-2002

Getting a Fresh LookGetting a Fresh Look

Before After

[csr ad][csr ad]

[emphasized salads][emphasized salads]

Inspiration:Inspiration:America’s ArmyAmerica’s Army

OverviewOverview

OverviewOverview

EconomicsEconomics

ExternalitiesExternalities

New LimitsNew Limits

One LimitOne Limit

Game OverGame Over

Not a bugNot a bug

Only one way to winOnly one way to win

Cut emissions by

70%

Timely warningsTimely warnings

Timely warningsTimely warnings

New Ground RulesNew Ground Rules

• No deforestation

• Reduce emissions 70%(no “emissions trading”)

• “Real cost” factored

Zero ToleranceZero Tolerance

Healthy ChangesHealthy Changes

CSR and ASCCSR and ASC

CSR / ASCCSR / ASC

Confront the Contradictions Confront the Contradictions

““Old-school” CSR: Old-school” CSR: It can’t work It can’t work

The Choice Is OursThe Choice Is Ours