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What is Motivating McDonald’s Push for Sustainability?

03/30/2018

McDonald’s has formed a Chicken Sustainability Advisory Council comprising suppliers, geneticists and academics The intent is for the Council to advise the company on sourcing chickens humanely but also ensuring sustainability.

 

Commentators have suggested that the motive is to attract Generation Z.  This 20 to 25-year old demographic is apparently environmentally conscious, rejects antibiotics and possibly GMOs in production and objects to wastage of resources and energy.  Attitudes expressed by Generation Z is influencing McDonald’s with regards to packaging, eliminating foam, and moving towards sourcing antibiotic-free poultry and pork.

 

McDonald’s is obviously aware of the draw by competitors including Chipotle Mexican Grill and Panera Bread and their clones who have created an image of environmental consciousness which appeals to Generation Z representing 25 percent of the U.S. population.

 

By preemptively eliminating attributes regarded as undesirable by their customers, McDonald’s hope to elevate the Company image among the QSRs which have yet to act on antibiotics or have no fully designated positions on welfare and the environment.