Almost 20 years ago (though it seems like yesterday thinking back on it), I wrote a letter to McDonald’s. I was 12 years old. Somewhere along the way I had learned that McDonald’s used Styrofoam to package some of its food. I probably came home and told my parents something like “I learned in school today that Styrofoam is bad for the environment and can sit in landfills for hundreds of years. Remember that Big Mac I had at McDonald’s a few days ago? They served it in a Styrofoam package. They should stop using it.” Encouraged by my father and goaded on by my elementary school kid optimism that my voice would be heard, I wrote to McDonald’s asking them to stop using Styrofoam for their Big Mac packaging. My timing was excellent. I must have written exactly when a major campaign against Styrofoam use was occurring. A short while later I received a reply stating that they would no longer use Styrofoam boxes for Big Macs (PDF of their actual response here). Needless to say, it thrilled me to think that I had an impact on their decision, whether I truly did or not.

Perhaps that was the moment – though I didn’t know it then – when I first realized that business and environmentalism could co-exist. Perhaps that’s when the first seeds for what would become 2nd Green Revolution were planted. Perhaps that event made me think that I could have an impact on whatever it was I was doing. Regardless of whether it was the beginning of something or not, the point of this little story is that McDonald’s, the wish of a child, and the second green revolution are not incompatible.

McDonald’s made the business decision to phase out Styrofoam packaging for its Big Macs. Sure, the burgers may not remain quite as hot and the buns may get just a little soggier because they are using a different packaging. But they taste the same and McDonald’s hasn’t missed a beat as far as business is concerned. It was also a good PR move and showcased the trademark of every good business: the ability to adapt and change to survive and thrive. They thrived during the recent recession and are still, of course, one of the most recognized brands in the world.

We would do well to retain a little bit of that youthful naivety that naturally leads to defiance of the status quo. We should remember that period in childhood when we didn’t know how hard it was to accomplish certain tasks and didn’t think of all the obstacles in the way; we simply acted. Sure, there’s foolishness in that approach and real life responsibilities and adult obligations must be upheld. But the full-hearted clearness of vision and belief that it will come to pass is something to emulate. I didn’t think about how hard it would be for McDonald’s to change the way they package millions of hamburgers or the impact that it would have on their bottom line. I didn’t think I’d be wasting my time writing a letter. My 12 year old mind told me I was going to write McDonald’s, tell them they should change their packaging, and then see that change the next time I went to eat a Big Mac.

That brings me to the third point: revolution. I’ve had conversations with friends about whether the second green revolution actually fits the definition of a revolution. Revolution is most often associated with overthrow of government or rebellion against authority. It’s also used in terms such as Industrial Revolution to signify a major break with convention or a fundamental change of some sort. My friends often say that a revolution has to happen quickly. But the Industrial Revolution took decades. Some say a revolution has to be violent. The IT revolution wasn’t violent but it was definitely disruptive. Same for the energy revolution. The upheaval that is brewing as century-old energy interests and the basis of the modern economy – oil, natural gas, and coal – are replaced by alternative sources of energy is disruptive, even violently so in some ways. Jobs and fortunes will be lost. People will be hurt. That is why there is such a fight to retain control.

The John Stewart clip from yesterday’s post took a humorous (and at times foul-mouthed) look at a major problem: presidents since Nixon have stated that the U.S. is dangerously addicted to oil and that we should make hard choices to move to a more sustainable and secure energy future. But we have yet to act. We need a revolution. I think it is finally happening. Businesses understand the savings that can be had by making more environmentally-and-bottom-line friendly decisions. In addition, many of us still harbor the belief that what we do matters; the choices we make have an impact. Just take a look at the popularity of the “Yes, we can!” slogan President Obama used during his campaign. As trite and cliched as it sounds, we can make a difference. At least this former 12 year old boy still thinks so.

[Image credit]