Themes and trends
What we found
McDonalds issued a new report during the research period, and while many of the technological features described below were previously present, their new site brings together lots of their digital content under a single url. McDonalds’ sustainability website now comprises a News section, Video content and a Blog, as well as their HTML report and some general sustainability information.
A PDF summary of the report is available as a discreet document (designed for print), and although users can generate a customised printable document from the HTML content, it looks like the content as it appears on the website. The HTML report is one of only two to integrate video content into the parameters of the report, allowing them to introduce stakeholder perspectives and show case studies.
Outside of the parameters of the report, McDonalds’ blog is the only use social media seen in this study. As well as giving users the opportunity to comment on postings, they encourage bookmarking with shortcuts to Digg and Delicious, and offer RSS feeds.
Report detail
- Type of GRI reportingG3
- GRI application levelUndeclared
- Sustainability report formatsFull online format (HTML)
Other features
- Nine regions also produce their own reports to supplement this group reporting
- Biannual reporting cycle; the 2008 report is their fourth since 2002