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The Nordic countries (Finland, Norway and Sweden)
have the reputation of being extremely conscious of the environment.
Thus, it is no surprise that these three countries ranked 1st, 2nd and
3rd on the 2002 Environmental Sustainability Index Report released at
the World Economic Forum. The
Environmental Sustainability Index (ESI) measures a country’s overall
progress toward environmental sustainability using the following five
core components: 1. the state of a country’s environmental systems, 2. stresses put on those systems through pollution and exploitation, 3. level of human vulnerability to environmental changes, 4. social and institutional capacity to deal with environmental challenges, 5. and cooperating in international environmental efforts through global stewardship (2002 Environmental Sustainability Index). |
This
website was developed by Devon Hylander, graduate student, American
University, for the final project of Dr. Zaharna’s International Public
Relations class. 23 October 2004. |
Sweden |
For Sweden with the times För Sverige i tiden Royal Motto of His Majesty King Carl XVI Gustav (1973-present) |
The
ESI can be compared to a country’s Gross Domestic Product (GDP). The
GDP measures economic success. The ESI measures environmental success (Nordics Rank Highest in Environmental Index). Sweden, the country on which this website is based, ranked 3rd in the ESI out of the 142 countries studied. As a comparison, the list below shows the five most populated countries as of 2002 and their respective ESI ratings. Brazil 20 United States 45 Indonesia 100 India 116 China 129 Sweden
has a long history of being in touch with nature. The Swedish national
anthem is an example of the Swedes passion for nature. The anthem pays
tribute to the beauty of the mountains, the sun, the sky and the green
fields of Sweden (Svensson, 1996, p. 66). Furthermore, nearly half the
land in Sweden is uncultivated forest (p. 14). Yet another indication
of the importance of a healthy environment. Keeping
in mind Sweden’s environmental past and present, this website examines
the McDonald’s Corporation and its quest for a better public image in
Sweden. After 30 years in Sweden, operating 82 restaurants, McDonald’s
was ranked nearly last among Swedes for most admired companies due
mostly in part to poor environmental performance. In
1998, McDonald’s decided to take action to change their image, and over
the past 15 years, it has had corporate wide repercussions (Stepping Stones). Furthermore,
this website reviews the Swedish people and land, the economy, the
government, the media, the environmental policy and the culture within the context of the environmental beliefs of the Swedish citizens. Click through the links at the bottom to learn more about Sweden and the McDonald’s environmental program. |