As the company grew, the magnitude of its impact on national and world culture became
increasingly significant. The presence of the Golden Arches was often seen as evidence of
American hegemony. It became the quintessential example of efficiency, standardization, and
bureaucracy.
Because of its size and influence, McDonald’s received more than its share of public attentionboth
good and bad. The company had high brand exposure, a large dependence on natural
resources, and a large environmental impact. McDonald’s operations required a significant
amount of packaging materials and it was no secret that McDonald’s generated a great strain on
the infrastructure everywhere it operated. McDonald’s began to experience increasingly frequent
incidents of violence and vandalism because they were a symbol of western culture. As a result,
one effort to combat this international backlash was a series of socially responsible activities
undertaken.