McDonald's wanted to understand what potential initiatives around packaging sustainability would have the most positive impact on brand opinion and trust.

Kids Industries conducted qualitative interviews with UK families to deep-dive into sustainability and McDonald’s future in light of shifting attitudes towards environmentalism. This included getting perspectives on Happy Meal toy development and the types of sustainable gifts parents and children would like to see from MCDonald’s in the future.

KI’s output informed McDonald’s on the environmental opinions of parents and children as well as the steps that could be taken to increase their overall sustainability credentials. In regards to Happy Meals, a number of strategies were detailed as to alternatives that could be used instead of standard free gifts, as well as what would make the toys more sustainable, yet still exciting.

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