Published on October 20, 2008
The Most Serious Game The McDonald’s Corporation in the 21st Century
Getting a Fresh Look Before After
Inspiration: America’s Army
Not a bug
Only one way to win Cut emissions by 70%
Cut emissions by
New Ground Rules No deforestation Reduce emissions 70% (no “emissions trading”) “ Real cost” factored
Reduce emissions 70% (no “emissions trading”)
“ Real cost” factored
CSR and ASC
CSR/ASC CSR / ASC
Confront the Contradictions
“ Old-school” CSR: It can’t work
The Choice Is Ours
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