Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

It's like one of those classic interview questions. 

What are your weaknesses?

You don't want to admit to your laziness, your boredom with detail and your deep-seated cynicism.

So instead you say: My perfectionism.

In the case of McDonald's, critics have tended to answer the question for the company. 

McDonald's is dated.

McDonald's is unhealthy.

McDonald's featured that ridiculous clown for far too long.

Lately, though, the company has been beating its own chest in acknowledgement of its own failures.

The latest is its admission that some of its wares aren't exactly sustainable.

You can only recycle at 10 percent of McDonald's restaurants. Moreover, the materials used at the chain aren't universally recyclable. 

So McDonald's has made a declaration, one that it claims will be sustainable.

It says that "by 2025, 100 percent of McDonald's guest packaging will come from renewable, recycled or certified sources with a preference for Forest Stewardship Council certification."

It seems that the company is conscious that it hasn't done all it could have.

"As the world's largest restaurant company, we have the opportunity -- and frankly responsibility -- to use our scale for good," Francesca DeBiase, the company's chief supply chain and sustainability officer, told Business Insider.

The company's previous goals some might consider modest.

As its new declaration explains: "We are revamping our previous aspirational goal of recycling 50 percent of in-restaurant waste by 2020 to a broader goal to recycle guest packaging in 100 percent of McDonald's restaurants and source our guest packaging from 100 percent renewable, recycled, or certified sources."

It's surely not going to be easy. 

McDonald's is trying to do many things at once, as it feels the pressure of competition and its own previous stasis.

It's trying everything from fresh beef (I know. Revolutionary, isn't it?) to, goodness me, a McVegan Burger

Now it has yet another focus. The saving-the-world thing, an area in which it hasn't entirely excelled. 

Still, it's not alone. Starbucks, for example, is experimenting with charging for paper cups.

Published on: Jan 17, 2018