PDF Download The Battle to Do Good: Inside McDonald's Sustainability Journey, by Bob Langert
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The Battle to Do Good: Inside McDonald's Sustainability Journey, by Bob Langert
PDF Download The Battle to Do Good: Inside McDonald's Sustainability Journey, by Bob Langert
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Review
"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."- The Economist"If you're interested in the changing consumer marketplace and how societal demands will directly impact how you run cattle at home on the ranch, this book is definitely a page turner worth reading. It's insightful, honest and really gives a glimpse at the changing dynamics of retailers, supplier and consumer relationships."-BEEF Magazine"Bob is a terrific storyteller - and man, does he have stories: battling with Greenpeace and People for the Ethical Treatment of Animals; collaborating with Environmental Defense Fund and World Wildlife Fund; engaging Dr. Temple Grandin, the animal welfare guru; enlisting big suppliers like Smithfield and Cargill; convening the beef industry to define sustainable beef; and getting buy-in from an ever-changing cast of McDonald's executives... His remarkable story is not just a great read about an enviable career, but a hero's journey through the history of sustainable business and what it takes to be a leader, sometimes against the greatest of odds." --Joel Makower, GreenBiz
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About the Author
Bob Langert led McDonald's Corporate Social Responsibility & Sustainability efforts for more than twenty-five years before retiring in 2015. Currently he is a columnist and editor-at-large for the GreenBiz Group and Senior Sustainability Advisor for The Context Network, the premier global and agribusiness consulting firm in advancing agriculture. He has been engaged in social responsibility issues at a global level since the late 1980s, leading environmental affairs, animal welfare, and Ronald McDonald Children's Charities' grants. He was appointed McDonald's first vice president to lead sustainability in 2006 with contributions spanning sustainable fish, coffee, palm oil, beef, packaging, extensive animal welfare progress, and nutrition strategy. In 2007, Langert was named as one of the 100 Most Influential in Business Ethics by Ethisphere.
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Product details
Hardcover: 280 pages
Publisher: Emerald Publishing Ltd (January 19, 2019)
Language: English
ISBN-10: 1787568164
ISBN-13: 978-1787568167
Product Dimensions:
6.1 x 0.9 x 9.3 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
10 customer reviews
Amazon Best Sellers Rank:
#81,766 in Books (See Top 100 in Books)
The “Battle to Do Good: Inside McDonald’s Sustainability Journey†is one of the best books on corporate social responsibility (CSR) and sustainability that I’ve read in a long time. It is a story of personal, professional, and corporate transformation. It talks about the most effective ways of tackling global threats and challenges, but it is not prescriptive; it’s personal. It includes the insights of a Harvard Business Review article without the sterile academic perspective.Bob Langert, who recently retired from leading McDonald’s CSR and sustainability efforts, was present at the birth of the CSR/sustainability movement. This book is his story. It is also the story of McDonald’s. And it is the story of all of the individuals, non-profits, and issues that influenced both Bob’s and “his company’s†CSR/sustainability journey. It details how CSR and sustainability transitioned from an unanticipated personal passion to a C-suite priority.As Bob tells it, at the time of his first journey into the environmental field, “I was no environmentalist—not yet, anyway.†Instead, he was a rising star at a McDonald’s supplier that sold packaging to McDonald’s and his first environmental job was “to save the polystyrene clamshell.â€To anyone who remembers the late 1980s, the battle over how McDonald’s packaged its Big Mac was a watershed moment in the business and environmental communities. Environmental activists demonized the polystyrene container; McDonald’s reacted defensively; and the battle continued until McDonald’s formed a partnership with the Environmental Defense Fund to jointly tackle the issue. It ultimately resulted in McDonald’s finding an alternative, more “environmentally preferable†way to protect its signature sandwich.That initial sequence of events set the course for the rest of Bob’s professional career. How it affected him and how it affected McDonald’s form the basis for “The Battle to Do Good.â€Throughout the years the follow, Bob and McDonald’s tackled a host of issues: animal welfare, obesity, protecting the rainforest, worker rights, shareholder proposals and disingenuous non-profit groups who sometimes acted as if they are more interested in raising their own profile than in addressing the issues for which they advocate.Each chapter in the book addresses one or more of these “battles,†but with each chapter you get a deeper understanding of how Bob’s perspective continued to grow. You also get peeks into how others within McDonald’s also gained deeper insights into important global issues and into McDonald’s role in tackling them.A few quick examples:• Engagements with non-profit organizations (NGOs) described in the book transition from a “war with activists†to opportunities to partner. They eventually evolve into a deeper understanding of how large companies can successfully determine when to engage with NGOs, which ones to engage with, and which issues, while important, cannot be effectively addressed by the company.• Bob’s sincere efforts to understand “the other side†and learning to put his “mind, soul, and heart into the shoes of the social/environmental activist†to identify common goals. This transformation emerges in stories of trips to the rainforest with Green Peace, tours of slaughter houses with animal activists, and to picking tomatoes in the fields with migrant workers. These experiences clearly affect Bob’s perspective and they improve the questions he can ask inside McDonald’s about the company’s role in addressing specific issues. It is the foundation of his recipe for CSR and sustainability success: “Visit. See. Listen. Learn. And do it together.â€â€¢ There are also stories about McDonald’s tackling complex issues that others in the industry avoided and getting “punished for trying to do something good.†These events led to improved ways of selecting and setting CSR and sustainability goals and to better ways of communicating the goals and progress towards implementing them.Bob also shares some of the battles within McDonald’s. Change is not easy inside of any large organization and the CSR and sustainability issues Bob grew passionate about are particularly challenging for any large company to address.The “Battle to do Good†covers the challenges of dealing with “reactive management†and with the “stone cold silence†that greeted McDonald’s when they asked suppliers to make specific changes to the ways that the suppliers do business.Bob does not pull punches. He talks about the challenges, including how some executives who were internal company allies on some issues were less supportive on other related issues when they directly affected their part of the business. He candidly admits, “The lines of authority and decision-making within McDonald’s are confusing…getting decisions made was the most frustrating part of my job.â€In one section of the book, he writes with both exasperation and reluctant understanding about how it took 10-years working with McDonald’s suppliers to get tomato pickers, who are not paid directly by McDonald’s, an extra penny per pound for tomatoes that they pick.There are also plenty of important victories such as when McDonald’s agreed to switch fish suppliers to protect an endangered fishery. “When I heard this,†Bob wrote, “I was so proud of our company…McDonald’s took a stand and chose purpose over profit.â€It’s these moments – the combination of personal, professional, and corporate successes – that make “The Battle to Do Good†a must read for any executive, for any MBA student, and for every CSR and sustainability advocate that works inside or outside of the big companies pushing them to do better.This work is not easy. It’s not quick. And it needs to be.Bob’s experiences, his story-telling gift, and his insights can make it just a bit easier and quicker.
Demonstrating how a single company, with invaluable partners, can profoundly impact sustainability well beyond its own industry, The Battle To Do Good is a must-read for corporate and NGO leaders, as well as academics.Alongside captivating first-hand accounts, Bob conducts more than 50 interviews with corporate executives, NGO leaders, and academics on issues from toxic waste to animal welfare. As a researcher investigating when and why corporations and activist NGOs choose to work together, Bob’s extensive experience aligns with many of my findings.Bob begins by detailing a collaboration between McDonald’s and the Environmental Defense Fund to solve the issue of environmentally friendly packaging, a project that transformed the way corporations and activist NGOs would interact for decades. From there, each chapter delivers an insider’s perspective on a new sustainability issue that McDonald’s dealt with during the course of Bob’s 25 year tenure.This book clearly demonstrates the hard work, grit and patience needed for leaders to deliver transformative results on complicated issues facing today’s organizations.
It was very interesting to read about Bob Langert's journey and his integral role in McDonald's adding sustainability as the fourth key element to what they stands for. I enjoyed the great stories and lessons learned about the importance of collaboration, commitment, and the persistence required for success.
Not only is Langert an accomplished corporate sustainability executive but he is also a fabulous writer/storyteller. He tells these stories with such enthusiasm. It is apparent that he is very passionate about his work at McDonalds.
Very interesting & fascinating account of McDonald’s sustainability highs & lows as told thru the eyes of Bob Langert in an open & unbiased account. Highly recommend!
After reading this I bought more for my College Business majors. The real deal. It is an interesting and easy read.
This is no self-indulgent memoir. Bob is a terrific storyteller — and man, does he have stories: battling with Greenpeace and People for the Ethical Treatment of Animals; collaborating with Environmental Defense Fund and World Wildlife Fund; engaging Dr. Temple Grandin, the animal welfare guru; enlisting big suppliers like Smithfield and Cargill; convening the beef industry to define sustainable beef; and getting buy-in from an ever-changing cast of McDonald’s executives.It’s a breezy read, but also an honest one. I’ve long known Bob to be a straight shooter, and he brings that forthright voice to his book. His remarkable story is not just a great read about an enviable career, but a hero’s journey through the history of sustainable business and what it takes to be a leader, sometimes against the greatest of odds.
Bob is a respected sustainability professional and one of the icons of the sustainability movement in business. The story is compelling and ahead of its time in many ways. A true page turner on how leadership and influence can support the balance of environmental, social responsibility and financial success in one of the world’s most important brands, McDonald’s. Its amazing that the lessons illustrated here are timeless and remain highly relevant in all businesses today.
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