Ideas worth spreading

The business case for working with your toughest critics

1,566,667 views | Bob Langert • TEDSummit 2019

As a "corporate suit" (his words) and former VP of sustainability at McDonald's, Bob Langert works with companies and their strongest critics to find solutions that are good for both business and society. In this actionable talk, he shares stories from the decades-long transition into corporate sustainability at McDonald's -- including his work with unlikely partners like the Environmental Defense Fund and Temple Grandin -- and shows why your adversaries can sometimes be your best allies.

As a "corporate suit" (his words) and former VP of sustainability at McDonald's, Bob Langert works with companies and their strongest critics to find solutions that are good for both business and society. In this actionable talk, he shares stories from the decades-long transition into corporate sustainability at McDonald's -- including his work with unlikely partners like the Environmental Defense Fund and Temple Grandin -- and shows why your adversaries can sometimes be your best allies.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

About the speaker

Corporate sustainability expert

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Bob Langert consults, writes and speaks about corporate sustainability, showing how companies can successfully navigate and manage today’s controversial societal issues, become better corporate citizens and make their businesses stronger, more relevant and more profitable.

Bob Langert | Emerald Publishing Ltd, 2019 | Book

The Battle To Do Good: Inside McDonald’s Sustainability Journey

My TED Talk of collaborating with critics is derived from a major theme of my book The Battle To Do Good: Inside McDonald’s Sustainability Journey. I worked with many unlikely and surprising NGOs, academics and outside experts, including Peter Singer, Dr. Temple Grandin, Greenpeace, the Environmental Defense Fund, World Wildlife Fund and others.

Peter Singer | Harper Perennial Modern Classics, 2009 | Book

Animal Liberation: The Definitive Classic of the Animal Movement

I admit it was hard for me to understand the animal rights' mindset, so reading Peter's book was good for me. I always try to understand the other's point of view. Animal Liberation is considered the modern treatise about the animal rights movement. By the way, "animal rights" is distinct from "animal welfare."

Temple Grandin | Vintage, 2006 | Book

Thinking in Pictures My Life with Autism

If there is a changemaker you should learn more about, it's Dr. Temple Grandin. Any of her best-selling books are worth reading. This one is best at combining knowledge of her autism and her special work on animal welfare.

Mick Jackson | HBO, 2010 | Watch

Temple Grandin

Claire Danes is Temple. She captures her personality 100 percent. This movie captures Temple's life just before she connected with McDonald's. It's fascinating. Families should sit down and watch it.

Eric Schlosser | Mariner Books, 2012 | Book

Fast Food Nation: The Dark Side of the All-American Meal

This book highly influenced my motivation to write my book The Battle To Do Good: Inside McDonald's Sustainability Journey. Schlosser's book is a diatribe against McDonald's and it sold millions. Many universities used the book for required reading. I wanted to write a truthful account of what it is really like within McDonald's, which Schlosser had no knowledge of and did not accurately capture.

David Brooks | Random House, 2015 | Book

The Road to Character

Brooks features special leaders and their path to make big social change happen. It usually took a lot of time and patience and the right moment. I wanted to capture this in my own book.

Dave Stangis and Katherine Smith | Emerald Publishing Limited, 2017 | Book

21st Century Corporate Citizenship: A Practical Guide to Delivering Value to Society and Your Business

If you want to read a practical book about how to implement corporate sustainability, this is the best one.

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This talk was presented at an official TED conference. TED's editors chose to feature it for you.