Bonus gem

The whole 'it's a journey' frame is nauseatingly overused in the vortex of corporate greening. Here's a tragic example of McDonald's awkwardly trying to get on board (at the 2012 Skoll Forum):

"McDonald's says corporates are more confident about being open and realising it is a journey and they do not have to meet targets."

Memo to McDonald's: For a business that sells 75 unhealthy hamburgers per second and serves 1% of the global population every day, underdelivering on sustainability doesn't really work that way.

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