ECO-BALANCE IS BECOMING ONE OF THE MOST IMPORTANT CRITERIA FOR BRAND TRUST.
For 45%, improving sustainable actions is a decisive argument for trusting a brand. No wonder that sustainability is becoming more central in advertising.
BUT FAST FOOD AND SUSTAINABILITY? DOESN’T GO TOGETHER IN PEOPLE’S MINDS.
Production, transport routes and packaging waste of the individually packaged burgers, fries and soft drinks ensure that fast food is not exactly the epitome of sustainability. The problem is that as soon as a fast food brand takes a step towards more sustainability, accusations of greenwashing are made almost as a reflex. With the effect that every third German considers the sustainability communication of fast food restaurants to be generally untrustworthy. Even worse: only 14% perceive McDonald’s as an environmentally conscious brand. But do nothing because of that? That is not an option either.
YET MCDONALD’S IS WELL ON THE WAY TO ACHIEVING GREAT THINGS.
Because what many people don’t know: McDonald’s has saved over 2,000 tonnes of plastic since 2019 in Germany alone by switching to virtually plastic-free packaging for McFlurry® & Co. for example. By 2025, 100% of all sales packaging should be made from renewable, recycled or degradable materials – worldwide.
THE TASK IS CLEAR: PEOPLE NEED TO UNDERSTAND THAT MCDONALD’S IS ALREADY TAKING SERIOUS STEPS ON THE PATH TO A SUSTAINABLE FUTURE.
