TED Talks Daily The business case for working with your toughest critics | Bob Langert
Nov 4, 2019
Bob Langert, a sustainability expert and former VP at McDonald’s, sheds light on the surprising benefits of working with critics. He shares compelling anecdotes from his journey toward corporate sustainability, emphasizing how adversaries can transform into invaluable allies. Langert discusses partnerships with environmental advocates that led to innovative practices in waste management and animal welfare. His insights reveal that embracing criticism not only fosters growth but also drives meaningful change in business and society.
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The Clamshell Crisis
- In the late 80s, McDonald's faced criticism for its styrofoam clamshell packaging, symbolizing a garbage crisis.
- Bob Langert, initially in charge of logistics, was tasked with leading the waste reduction efforts.
Partnering with EDF
- McDonald's partnered with the Environmental Defense Fund (EDF) to find solutions for waste reduction.
- EDF scientists, initially advocating for reusables, worked in McDonald's restaurants to understand the business.
Simple Changes, Big Impact
- Switch to unbleached, recycled brown bags instead of virgin-material white bags.
- Reduce napkin size and use recycled office paper; small changes make a big difference.
