What Does it Mean to be Green?
Exploits in sustainability – McDonalds Case Study Following on from our last blog re BP, another major brand that took the decision to go ‘green’ is the major fast food franchise McDonalds. Thinking of McDonalds can evoke childhood memories of cheeseburger happy meals with collectable themed toys to play with. Now the child friendly fast food chain is becoming eco-friendly. In 2006 McDonalds started collaborating with the campaigning organisation Greenpeace, an unlikely occurrence you might think. The reason for this is because Greenpeace traced some environmental issues relating back to McDonalds, and unlike BP who chose to ignore the presence of Greenpeace, McDonalds decided to do engage proactively regarding the situation. So what was the problem Greenpeace wanted to be resolved? For years the Amazon rainforests were being deforested for the plantation of soya and cattle ranching. Thorough research was carried out by Greenpeace into the culprit who was destroying the land; “field in...