But What Are They Doing?

 Ok, so you've started implementing some sustainability measures in your own way of life and you're feeling pretty good about it. Sure, it requires a little bit of effort, but everyone has to do their bit, right? Right. So what are the big corporations of this world doing about it? A little or a lot? You might be surprised...

 McDonald's

The fast-food giant has one of the most recognisable logos in the world. With over 31,000 in more than 118 countries, that's not surprising. However, what might be surprising is the work they do themselves and with various Non-Governmental Organisations to aid sustainability around the world.

• approximately 80% of McDonald's packaging is made from renewable resources (natural materials that are managed and replenished in a sustainable way.) About 30% of this material is recycled fibre, although in certain countries this not allowed due to food packaging laws.

• for almost 20 years, the big M has been working with Conservation International on various projects, in order to educate their youngest customers about the environment and support conservation work around the world, including a sustainable fisheries program. (link)

• a few 'green' McDonald's restaurants have opened in countries around Europe and the Americas. Some modifications to their buildings include vegetated roof-tops, porous car-parks, hybrid parking stations, LED lighting, rain-water harvesting and ride-to-work incentives for staff members. (link)  

However, with an annual revenue of approximately $23.5 billion, I think Ronald McDonald could be doing a little more. They are often criticised for not buying more of their produce from local suppliers, and I think they could do a little better than 80% when it comes to renewable sources for food packaging. Still, they could be a lot worse.

 Starbucks

A Seattle-based coffee company, Starbucks were one of the first big names to offer the 'bring your own cup' policy at their stores, aiming to cut down on the number of paper cups being used while saving themselves a bit of cash too. But how do they shape up with their other sustainability policies?

• by 2015, Starbucks aims to have recycling policies in all of the stores where they control waste management and serve 25% of their drinks in reusable cups (brought by customers.) They offer a 10 cent discount if you don't take a plastic cup.

• by the end of 2010, they plan to reduce their energy consumption by 25% and to obtain 50% of their energy from renewable sources in all of their company-owned stores.

• by 2012 they want to reduce the amount of water they use in company-owned stores by 15%.

• by 2015, Starbucks aims to have 100% of its coffee beans certified or verified by an independent third party (CAFE, Fairtrade etc.)

• they too have a partnership with Conservation International to improve conservation and sustainability in the countries where their produce is grown. (link)

All of these aims and goals are great, and I sincerely hope that Starbucks can meet and hopefully surpass them. When we think about their profits for the fiscal year 2009 being $9.8 billion, however, their little 10 cents per drink discount for bringing your own cup seems a bit tight. Financial incentives are key to getting people engaged in sustainability schemes and in my opinion this reduction is fairly pathetic. They do get an extra point though, for offering customers old coffee grounds to fertilise their gardens with. Good idea.


  Microsoft
Bill Gates himself has always been a supporter of sustainability and he recently donated $300,000 for research into unique solutions to the climate change problem. Not much of a dent in the purse for a man whose net worth is $53 billion, but at least he's doing something. What is his company doing?

• Microsoft plans to reduce it's 2007 carbon footprint 30% by 2012.

• they also want to have completely phased out the use of phthalate plasticizers and brominated flame retardants (very toxic chemicals) from all of their hardware products by the end of 2010.

That's really about it.  Not great considering it has access to a very large proportion of homes and offices throughout the world. It should be noted, however, that the Windows operating system does allow PCs to run more efficiently that in turn saves energy. Greenpeace has criticised Microsoft for not using their lobbying power more effectively on environmental issues, although it should be noted that Microsoft did lead a call to President Obama, supported by other major companies, to, "put the United States on the path to significant emissions reductions, a stronger economy, and a new position of leadership in the global effort to stabilize our climate," at the Copenhagen Summit in December, 2009. (link)

  Apple
Is Microsoft's largest competitor doing much better than their rivals? I'll let you decide...

• Apple does offer a recycling scheme for it's products. You can send them your old Apple computers, laptops and iPods. They will recycle these for free. If they still have monetary value, you get a discount on your next Apple product. In 2008, the company recycled 41.9% of their products that had been purchased 7 years earlier (the company assumes a 7-year lifespan of their products. Funny, because my iPod died after 2 years...)

• Apple also lead the way in reducing the use of toxic materials in their products. They claim that, "not only is every Mac, iPod, and iPhone free of PVC² and BFRs, we are also qualifying thousands of components to be free of elemental bromine and chlorine, putting us years ahead of anyone in the industry. In addition, all MacBook Pro models feature displays with mercury-free backlighting." Good work Steve.

• the company also offers its employees alternatives to driving their cars to work. For example, their biodiesel commuter coaches offer up to 600 workers a free ride to work every day.

I'll admit that I used to have a real hate for Apple, mostly because my beloved iPod gave up the ghost after 2 years of devoted service. I had 4,000 beautiful songs on my baby, and they seem to be stuck there due to iTunes programmed inability to transfer music from your device to your computer. This in an intentional ploy to make the company more money, but if they are using it for progressive sustainability policies like these, then I guess I don't mind so much. (link)


Stand-by for reviews on other big companies...