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

If you want to make a gesture that matters, should you warn people first?

Or is the doing more powerful than, say, your marketing of it?

I succumb to these thoughts after seeing that a McDonald's in Lynwood, California, has turned its logo upside down.

At first, there seemed no reason.

Some people were perplexed. 

Could it be that McDonald's had just been bought by Wendy's?

That would, indeed, be a powerful gesture.

Instead, this is all to celebrate International Women's Day on March 8.

It's the work of owner and operator Patricia Williams, who's been with McDonald's for 30 years.

"For the first time in our brand history, we flipped our iconic arches for International Women's Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants," said the company's chief diversity officer, Wendy Lewis, in a statement.

She added: "From restaurant crew and management to our C-suite of senior leadership, women play invaluable roles at all levels and together with our independent franchise owners we're committed to their success."

It's true that 3 out of 14 people on McDonald's leadership team are women. Yes, just over 21 percent.

Which, coincidentally, is roughly the pay disparity between women and men who do the same jobs in America.

McDonald's also told me that 60 percent of its restaurant managers are women.

Still, there's a long way to go.

It's what happens after the gestures that matters.

One idea might be to leave the logo as a W, and make all franchisees do it. 

After all, previously it was an M.

What clearer sign could there be that what once belonged to men doesn't anymore?

Published on: Mar 7, 2018
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