Introduction: From Defense to Offense -- Taking on the Fuzziness of Sustainability -- The Origins of Societal Clashes -- Leading Change -- Hard Knock Nuggets -- 1. The Battle Against Waste: McDonald's First Societal Clash -- Trash and a Clamshell -- Saving the Polystyrene Foam Clamshell -- The Wolf in the Hen House -- The Tree Huggers Arrive -- What Is the Right Thing to Do? -- No Beige Solutions -- Postscript: Shedding 300 Million Pounds -- How to Establish Partnerships -- How to Choose a Partner -- 2. The Battle for Farm Animals: How Animal Welfare Is Transformed -- The Dying Pig in the Aisle -- The World's Biggest PR Disaster Spurs Change -- A Rumpled Activist, a Big-Time Lawyer, and an Autistic Animal Scientist Change Animal Agriculture History -- Temple Grandin Woos McDonald's Suppliers -- The Three Ps: Passion, Patience, and Persistence -- 3. The Battle of Extremism: McCruelty: Meat Is Murder -- How to Develop a Counterstrategy? -- Develop a Set of Principles -- Establish a Blue-Ribbon Panel -- Public Relations Piñata -- Does PETA Deserve Some Credit? -- Ideas to Neutralize the Extremist -- 4. The Battle to Be Proactive: Happy Meal Toys and the Ups and Downs of Anticipatory Issues Management -- The AIM Evangelist Meets the Global Safety Officer -- The Limits of AIM -- Getting Ahead of Issues -- 5. The Battle of the Waistline and Brand Health: The Obesity Dilemma and a Healthier Happy Meal -- There's a Hole in the Roof -- An Avalanche Hits the Happy Meal -- The Unhappy Meal: From the Edge of a Cliff to Society Friendly -- The Death and Resurrection of Brand Trust -- Brand and Business Inextricably Linked.

6. The Battle for a Sustainable Supply Chain: From Silence to Sustainable Fish, Less Polluting Hogs, and Better Lives for Tomato Pickers -- Getting Beyond Ragtag Corporate Responsibility -- The Next Step: The Natural Step -- Karl-Henrik Robért and the Four System Conditions -- The Fourth Element of Supply Chain Introduced to Chilling Silence -- Can We Make the Filet-O-Fish Sustainable? -- Converting a Hog Supplier From Bad to Good -- The Houdini of Sustainability -- Hearing From the Voice of God -- The Power of the Slippery Slope -- The Tough CIW Leader -- Another Truth Tour -- Mixed Progress With the Fourth Element of Sustainability -- Managing a Sustainable Supply Chain -- 7. The Battle for Values: Can You Etch Them in Stone? -- Squabbling Over the Importance of Values -- Revealing McDonald's Values -- Integrating Our Values -- Keeping Values Alive -- 8. The Battle Goes to the Board Room: A Shareholder Proposal Makes a Difference -- Shareholders Focus on Pesticides -- Shareholders Make Demands -- Seeking Compromise Is Good -- Lessons for Engaging With Investors-and for Investors to Engage With Companies -- 9. The Battle for the Amazon Rainforest: How Greenpeace Chickens Changed McDonald's -- Eating Up the Amazon -- Don't Get Mad -- Not Doing It the Greenpeace Way -- Shaking Hands With Greenpeace -- A Wake-up Call for McDonald's and Our Suppliers -- Sustainability Gets a Permanent Seat at the Table -- How to Mainstream Sustainability -- 10. The Battle to Make a Pig's Life Better: How Much Room Does a Sow Need? -- A Blue-Chip Meeting About a Blue-Chip Issue -- The Search for Alternatives Begins -- The Decades-Long Conundrum Faces a Deadline -- The Plan for Ending Gestation Stall Use -- The Secret Sauce of Sustainable Influencing -- 11. The Battle for Better Beef: The Quest for Sustainable Beef -- The Ecologist, the Corporatist, and the Beef Lobbyist.

Changing the Sentiment of Us Versus Them -- A Sustainable Beef Powwow -- Putting Meat Behind the Global Roundtable for Sustainable Beef -- Convincing the C-Suite -- Kick-Starting a Movement -- What It Takes to Lead Sustainability -- 12. The Battle to Lead Both Business and Society: The Profits of Sustainability -- Battling Risk Averseness -- Developing Shared Value Goals -- The Sourcing Pillar -- The Planet Pillar -- Climate Change -- Recycling: Harder Than It Looks -- The Food Pillar -- The People Pillar -- The Community Pillar -- Sustainability Introduced at Worldwide Convention -- The Future of Good Business Means Embedding Sustainability -- A Sustainability Framework Template -- Endnotes -- Index.