How woke is McDonald's?

Introduction

McDonald’s, a household name in fast food, has taken a significant foray into the world of progressive policies and initiatives. This review explores McDonald’s actions related to social justice, diversity, equity, and inclusion (DEI), support for LGBTQ+ initiatives, marketing strategies, and more.

Financial Contributions to Progressive Causes

The Golden Arches has been putting its money where its mouth is by supporting various progressive causes. For instance, the company donated $1 million to the NAACP and the National Urban League to back the Black Lives Matter movement.

Prioritization of DEI Policies

When it comes to DEI, McDonald’s is all in. The company has set up initiatives like the Pride Employee Business Network (EBN) to support its LGBTQ+ employees. “McDonald’s has consistently earned a perfect score on the Human Rights Campaign Corporate Equality Index for seven years, demonstrating its commitment to supporting LGBTQ+ employees”​​.

Mandatory Training Sessions

McDonald’s doesn’t stop at policies—they ensure everyone is on board through mandatory training sessions on unconscious bias and other DEI topics. “These sessions aim to foster a more inclusive workplace and raise awareness about the importance of diversity and inclusion,” according to their DEI policy​​.

Free Speech Policies

McDonald’s stance on free speech came under scrutiny following a controversial legal case in Michigan. The company tacitly supported a judge’s order to censor an attorney’s social media posts criticizing a $700,000 settlement over non-halal chicken sales. This action effectively silenced a key information source for the local Muslim community and raised alarm among civil liberties groups.

“The judge’s order is pretty clearly overbroad on its face and unconstitutional,” Nate Cordozo, staff attorney with the Electronic Frontier Foundation, a civil liberties group based in San Francisco, that deals with online issues, said in a report by USA Today. By backing legal measures that restricted public discourse about its business practices, McDonald’s demonstrated a troubling willingness to prioritize its corporate interests over free speech principles.

There are also concerns that the company’s policies might stifle free speech. It is worth noting that as a private company, McDonald’s is not required to uphold First Amendment free speech rights for its workers. Constitutional free speech protections only restrict government actions, not private businesses.

Support for LGBTQ+ Initiatives

McDonald’s demonstrates strong support for LGBTQ+ initiatives through various policies and actions. The company provides specialized healthcare for LGBTQ+ employees, including coverage for gender reassignment surgery and equitable parental leave policies. McDonald’s encourages employee volunteerism for LGBTQ+ nonprofits and matches donations to certain LGBTQ+ charities.

In 2024, the company participated in several Pride festivals across the country, including events in Charlotte, Tallahassee, St. Pete, Long Beach, Washington D.C., Chicago, Seattle, Portland, and various cities in Texas, where the company actively shows support for local LGBTQ+ communities. It even released rainbow-colored fry boxes as part of its Pride campaign in 2017.

Marketing and Branding

McDonald’s marketing and branding prominently feature messages supporting social justice and LGBTQ+ rights. During Pride Week, for example, the company launched campaigns highlighting its commitment to diversity and inclusion, such as the ‘lovin’ is lovin” theme​​. Its exploitation of social and political movements for marketing purposes was highlighted in a parody video by Mitch and Mike.

Stances on Traditional Family Structures

McDonald’s has also taken steps that some feel critique traditional family structures and gender roles. Although positioning itself as a family-friendly restaurant chain, its definition of family in its marketing and initiatives does not exclusively prioritize traditional family structures.

Criticism of Conservative Values

Former McDonald’s USA CEO Ed Rensi hasn’t been shy about criticizing the company’s progressive direction. Rensi argues that corporations should remain apolitical to serve the interests of all stakeholders, focusing solely on building equity for investors. This reflects a significant tension within the company between its current inclusive policies and the views of some of its former leadership.

Conclusion

McDonald’s is clearly a brand that embraces progressive values, especially in its support for social justice, DEI policies, and LGBTQ+ rights. While these efforts have earned applause from some, they’ve also faced criticism from those who feel these policies may suppress free speech or serve as mere marketing tactics. As McDonald’s continues to tread these complex territories, its commitment to inclusivity and equity remains central to its brand identity.