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| @ | purchase | 2001 | nike | lifeworth | greenleaf | future considerations |
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A McFudge? C onsumer campaigns have a mixed record in delivering change. One only has to glance at the latest top 10 of the "World's 10 Most Valuable Brands" to see that, despite regular bad publicity on social and environmental issues, the reputation of many companies for offering what consumers will buy, remains intact. 10 McDonalds comes in at 8th place, with a profit value of $26.4 billion. Despite the McLibel trial, endless critical reports about their nutritional value, environmental record, animal and worker rights violations and now, to add to the list, the recent decry from aid agencies regarding the introduction of the McAfrika burger in Norwegian outlets, McDonalds remains afloat on the rough seas of corporate reputation. Their latest partnership with then United Nations Children's Fund (UNICEF) indicates the buoyancy of their brand. Despite a public letter signed by 50 public health specialists to Carol Bellamy, Executive Director of UNICEF, outlining why the agency should not be allying themselves with McDonalds, the McDonald's World Children's Day remained set to take place in November. 11 This public-private-partnership (PPP) was just one of the 200 Type II outcomes of the World Summit on Sustainable Development (WSSD). This new partnership will involve a UNICEF-fundraising pop concert to be held in China on 'McDonalds's World Children's Day'. The Guardian newspaper noted that we would only participate in this by "enjoying" a Big Mac as well. 12That partnerships between business and the UN have increased in recent years was discussed in the last World Review, where certain concerns of UN staff and supporters were noted. In that review Carol Bellamy was quoted as reminding us that the values of the UN and private business were not synonymous. 13 In addition, in 1999 she cautioned UN agencies to use "due diligence" when assessing the character of a potential "partnership" company. "Without due diligence, one runs the risk of becoming associated with companies whose past records suggest that they may not be the best partners" and went on to say, "UNICEF attaches ethical strings to its supply contracts, favouring companies that pledge to avoid links with such activities as landmine production and exploitative child labour." 14 Critics on Transnationale.org might ask whether Carol Bellamy knew McDonalds had breached two ILO conventions (1 and 138) six times since 1997. 15 Four of those incidences took place since 2000, importantly after Kofi Annan introduced the Global Compact that requests participating companies to adopt the ILO Declaration on Fundamental Principles and Rights at Work. 16 Convention 138 is part of that declaration. 10. www.businessweek.com/magazine/content/02_31/b3794033.htm11. www.unicef.org/newsline/02pr45McD.htm 12. http://society.guardian.co.uk/fundraising/story/0,8150,768404,00.html 13. www.un.org/partners/business/unicef14 14. www.un.org/partners/business/unicef14 15. www.transnationale.org/anglais/fiches/-1105426268.htm 16. www.unglobalcompact.org
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