Purpose and impact under the golden arches
The brief
Every year, McDonald’s publishes an in depth update on their purpose and impact strategy, sharing details across both an annual report and an extensive, dedicated website. It’s a complex process, which involves engaging multiple internal stakeholder groups, coordinating content across deliverables and ensuring copy meets rigourous internal standards.
The process
From 2020 to 2026, I supported McDonald’s to develop their annual sustainability disclosures, drafting and refreshing copy year-over-year to share their latest updates and strategic evolution. During that time, I also supported the development of supplementary materials, including Purpose & Impact summaries, their Diversity, Equity and Inclusion Report and a Climate Risk and Resiliency Summary.
The outcome
By working consistently with McDonald’s for several years, I helped contribute to a suite of annual disclosures that maintain the same tone and style each year. At the same time, as their strategic focus and maturity has evolved, I have supported in developing reporting that reflects that progress. Most recently, that included transforming their web content into a source for evergreen approach content while their Progress and Impact Report became the place for timely updates on the latest progress against each of their focus areas. And, to bring life to their disclosures, in 2026, I drafted a series of blog-style case studies that live on their website and share real-world examples of their strategy in action.
Explore some of the work I’ve done for McDonald’s over the years:
Purpose & Impact Report 2024-2025
Purpose & Impact Report 2022-2023
Purpose & Impact Progress Summary