Business sustainability is definitely an important factor in determining a business's success. However, some people may not be aware of the behind-the-scenes. The leading businesses of this world have gained their reputation through their great products/services, but they're successful because they identified problems and actually made strong efforts to solve them. As customers, we acknowledge those companies who take initiative in providing the best for everyone (people, environment), and continue to purchase their services. That's what separates great businesses from the good ones and the bad ones.
In 2009, McDonalds started a program called "The Road to Sustainability." They have taken steps towards lessening their environmental impact. For example, they recycle leftover cooking oils, and use biodiesel for their delivery trucks. 81% of their packaging is made from renewable materials, and 31% of that comes from recycled fiber. They are also working with Greenpeace in an attempt to stop illegal deforestation. And in 2001, they launched the "Sustainable Fisheries Program" with Conversation International.
When customers purchase food from McDonalds, it shows that they support the efforts the company is making. This is why McDonalds has a great reputation in the fast-food industry, because they show that they care. If McDonalds had not done anything in helping the environment, I doubt that their profits would be as great.
Link (video): The Road to Sustainability - McDonalds
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