In the book "The Battle to Do Good," former McDonald’s executive Bob Langert offers a unique insight into the challenges faced by the renowned brand as it tried to address various social issues, such as packaging, recycling, obesity, and animal welfare. Since the late '80s, McDonald’s often found itself at the center of controversy, collaborating with powerful organizations like Greenpeace and People for the Ethical Treatment of Animals.

This sudden shift from a beloved brand to a subject of criticism for many social ills found McDonald’s unprepared. Langert chronicles the company's difficult times and successes during these tumultuous periods and how its journey towards sustainability changed from a defensive strategy to active problem-solving by collaborating with unexpected partners, such as scientists and environmental activists.

Full of personal testimonies, interviews with key McDonald’s executives, and NGO leaders, "The Battle to Do Good" is a compelling read on sustainability, offering valuable lessons and guidance for effectively managing social issues for the benefit of the business.

Pages: 280, Dimensions: 15.2x15.2cm