• 「经济学人」Do you want ethics with that?

    来源:SOHU  [  作者:LearnAndRecord   ]  责编:从大磊  |  侵权/违法举报

    原标题:「经济学人」Do you want ethics with that?


    A 25-year battle to improve the image of McDonald’s

    Do you want ethics with that?

    EVERY DAY McDonald’s serves 69m customers, more than the population of Britain or France. The company has what is estimated to be the most valuable fast-food brand in the world, cherished as a cheap dining option for families.

    But do consumers perceive McDonald’s as a socially or environmentally responsible company? If they do not, it is in spite of the best efforts of Bob Langert. In 1988, he took a temporary assignment managing a furore over polystyrene “clamshells” in which the company’s burgers were served, and which were being damned for their contribution to America’s litter problem. That turned into a 25-year career (he has since left the firm) dealing with the chain’s various negative external effects.

    It was a Herculean task, akin to being fashion consultant to Steve Bannon. Apart from litter, he had to deal with animal welfare, environmental destruction, obesity and workers’ rights. When he began, the company’s mascot was being dubbed “Ronald McToxic” because of the clamshell problem. But he had more success than outsiders might think. His book “The Battle to Do Good: Inside McDonald’s Sustainability Journey” is a must-read even for those who are cynical about the business of corporate social responsibility.

    At times, the fast-food chain did not help itself. In the 1990s, it sued two Greenpeace activists for producing leaflets about its practices. The ensuing “McLibel” trial gave the claims worldwide publicity and was described as the world’s biggest corporate-PR disaster. Mr Langert tried to reduce the damage. The company consulted panels of independent experts and engaged with campaigning groups. On occasion it aimed to keep one step ahead of the activists—McDonald’s took action even when there was little sign of public concern. Shaving one inch off the napkins saved 3m lbs of paper annually, for example, but few consumers noticed.

    Environmentalists did attack the firm for its impact on the Amazon rainforest, saying trees were being cut down to make room for cattle pasture or the expansion of soy farming for cattle feed. In 1989 the company announced that it “never has and never will buy beef from recently deforested rainforests” and it has also worked to limit the expansion of soy farming in the region. The rise of veganism amid doubts about the health effects of eating meat have given McDonald’s new worries.

    Accomplishing change is not just a matter of the company snapping its fingers. Most McDonald’s restaurants are operated by franchisees and its goods are bought from a wide range of suppliers, so three or four layers may separate the McDonald’s head office and the cattle-rancher who supplies the firm’s beef.

    In the late 1990s, after complaints from campaign groups about the living conditions of hens, Mr Langert visited an egg facility to find that conditions were indeed terrible. In August 2000 the firm said it would buy eggs only from suppliers that gave hens 72 square inches of space, compared with an industry average of 48 square inches. Suppliers resisted so strongly that McDonald’s had to find new sources for its eggs. But those who complied found that the mortality rates of hens decreased and egg-laying rates increased, offsetting the extra costs.

    Mr Langert found it took a long time to get agreement within the company on a particular subject and then to persuade suppliers to comply. But once he reached that stage, he had enormous clout; McDonald’s is the largest purchaser of beef and pork in America, as well as the second-largest buyer of chicken. Another victory was persuading a supplier to phase out the use of gestation stalls for sows which make it impossible for the animals to move.

    Human working conditions also caused the company trouble. One day Mr Langert got a call from a Catholic bishop who was concerned about the low wages paid to tomato-pickers. Another issue was the use of “trans fats” to cook the restaurant’s fries, which were deemed to increase the risk of heart disease; it took six years for the chain to phase out the practice. But the company has also added more salads and healthy options.

    Was all the effort worth it? It seems likely that many of the people who care a lot about these issues would never eat a fast-food burger in the first place. But Mr Langert did more than most to reduce environmental waste and animal cruelty. A decent career record for an obviously decent man.

    This article appeared in the Business section of the print edition under the headline "Do you want ethics with that?"(Feb 7th 2019)

    www.36037731.com true http://www.36037731.com/seduzx/627280/294973109.html report 5249 为您提供全方面的「经济学人」Do you want ethics with that?相关信息,根据用户需求提供「经济学人」Do you want ethics with that?最新最全信息,解决用户的「经济学人」Do you want ethics with that?需求,原标题:「经济学人」Doyouwantethicswiththat?BartlebyA25-yearbattletoimprovetheimageofMcDonald’sDoyouwantethicswiththat?EV...
    • 猜你?#19981;?/li>
    • 24小时热文
    • 本周热评
    • 最新添加
    • 最热文章
    教育资格教育大全EDU资格考试考试高考考试EDU教育考试教育|教育|天文|地球科学|物理|农业|生物|社会学|培训|数学|科学技术|环境学|心理学|职业教育|升学入学|化学|外语学习|医学|语文|纺织|建筑学|出国留学教育科学艺术文学地球科学化学环境科学建筑学科技留学农业培训社会学生物升学数学天文学外语物理心理学医学语文职业教育美术书法外国文学戏剧中国文学教育/科学高考菁菁校园人文学科理工学科外语学习辅助考研/考证公务员留学/出国 考试 作业作业2作业3幼儿教育幼儿读物少儿英语唐诗宋词育儿理论经验育儿知识家庭教育小升初学科竞赛其它课程小学教育初中教育中考科学学科竞赛其它课程高中教育学科竞赛其它课程职业教育中职中专职高对口职业技术培训其他成人教育成人考试电大自考专升本远程、网络教育高等教育理学工学经济学管理学文学哲学历史学法学教育学农业医学军事艺术研究生入学考试院校资料其它人文社科法律资料军事/政治广告/传媒设计/艺术教育学/心理学社会学文化/宗教哲学/历史文学研究经管营销人力资源管理财务管理生产/经营管理企业管理公共/行政管理销售/营销金融/投资经济/市场工程科技信息与通信电子/电路建筑/土木城乡/园林规划环境/食品科学电力/水利交通运输能源/化工机械/仪表冶金/矿山/地质纺织/轻工业材料科学兵器/核科学IT/计算机互联网电脑基础知识软件及应用硬件及网络自然科学数学物理化学生物学天文/地理医药卫生临床医学基础医学预防医学中医中药药学农林牧渔农学林学畜牧兽医水产渔业求职/职场简历封面/模板求职/面试职业规划自我管理与提升计划/解决方案学习计划工作计划解决方案商业计划营销/活动策划总结/汇报学习总结实习总结工作总结/汇报党团工作入党/转正申请思想汇报/心得体会党团建设工作范文制度/规范演讲/主持行政公文表格/模板合同协议书信模板表格类模板饮食游戏体育/运动音乐旅游购物娱乐时尚美容化妆影视/动漫保健养生随笔幽默滑稽语文一年级语文二年级语文三年级语文四年级语文五年级语文六年级语文数学一年级数学二年级数学三年级数学四年级数学五年级数学六年级数学英语一年级英语二年级英语三年级英语四年级英语五年级英语六年级英语一年级其它课程二年级其它课程三年级其它课程四年级其它课程五年级其它课程六年级其它课程小学作文语文初一语文初二语文初三语文数学初一数学初二数学初三数学英语初一英语初二英语初三英语政史地初一政史地初二政史地初三政史地理化生初一理化生初二理化生初三理化生初中作文语文高一语文高二语文高三语文数学高一数学高二数学高三数学英语高一英语高二英语高三英语政史地高一政史地高二政史地高三政史地理化生高一理化生高二理化生高三理化生高中作文高考外语学习英语考试英语学习日语学习法语学习韩语学习其它语言学习资格考试/认证IT认证公务员考试司法考试财会/金融考试从业资格考试?#36824;?#32771;试其它考试教学研究教学案例/设计教学计划教学?#27492;?汇报PPT模板商务科技简洁抽象艺术创意可爱清新节日庆典卡通动漫自然景观动物植物中国风国外设计风格动态背景图表模板其它模板PPT制作技巧图片/文字技巧动画/交互技巧音频/视频技巧其它技巧笔试社交礼仪其它其它其它其它调查/报告法律文书调解书判决书起诉状辩护词家居?#19994;?/a>社会民生 文库教育文档幼儿教育小学教育初中教育高中教育高等教育教学研究外语学习资格考试/认证成人教育职业教育IT/计算机经管营销医药卫生自然科学农林牧渔人文社科工程科技PPT模板PPT制作技巧求职/职场计划/解决方案总结/汇报党团工作工作范文表格/模板法律文书饮食游戏体育/运动音乐旅游购物娱乐时尚美容化妆家具?#19994;?/a>社会民生影视/动漫保健养生随笔摄影摄像幽默滑稽 小学作文初中作文高中作文话题作文考试作文单元作文作文素材儿童教育 教学设计文库22 34 56 78 910 1112 1314 15文库2文库作文总结建筑资料库考研14综合范文 教学方法综合教案英语学习学习中心教育资讯1教育资讯1 考试 课题研究课件下载考试试卷留学类日记语文教学资源托福知道 教育论文教育生活学习方法模拟考教育教育资讯1英语作文 日常工作资源公务员考试简笔画考试作文问答 资讯综合学习学习考试学习方法学习问答外语学习资格考试职场学习交流高考清华大学复旦大学毕业季厦门大学浙江大学武汉大学作文南京大学五道口职业技术学校翻译韩语英语英文名日语英语翻译教师资格证智联招聘前程无忧语文日记数学读后感读书笔记