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Protecting the environment is paramount to people who need to take such measures as recycling and creating less pollution. The way businesses operate may affect it. McDonald’s is familiar with these concerns. That’s why the company sets new goals for social responsibility and sustainability by increasing in-restaurant recycling and serving more vegetables, fruits, whole grains, and low-fat dairy. Some goals of this popular brand include buying fiber-based packaging from recycled or certified sources and supporting sustainable beef production. A new business model comes with extra costs. The main target of McDonald’s is to offer affordable food. New goals with environmental concerns in mind are quite likely to make food prices increase, and it may deter some customers who like very low prices. However, McDonald’s can economize through a new business model. The company understands that many consumers prefer the businesses that practice sustainable habits and it reflects these views to attract more visitors to its restaurants and increase potential profits. Its new business model offers certain incentives. People who have similar environmental concerns will consider this move a good thing and they will go to McDonald’s regularly for this reason. Many businesses are likely to follow the same footsteps because of their increasing emphasis on protecting the environment and sustainability. They will share success and attract new customers. McDonald’s can increase profits through voluntary trading. Although the expenses of its new business model seem detrimental in comparison with the old one, the company understands that it will pay off. Consumers choose the business that matches their views. This decision is a benefit for McDonald’s because people realize its importance due to an increasing focus on protecting the environment. The company will increase its customer base. Business will become sustainable in the future to stay profitable.