McDonald's Worldwide Corporate Responsibility Report
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Transcript of McDonald's Worldwide Corporate Responsibility Report
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