McDonald's

MCD
3.5
Companies list

Public Statements Risk

4

McDonald's is one of the most well recognized brands in the world. CEO, Chris Kempczinski, was praised when becoming CEO for his commitment to create a "more professional culture;" however, he came under fire in 2021 for his private remarks about children gunned down at a McDonald's. Kempczinski does not shy away from making controversial remarks, which can generate publicity. The website also features categories under the Community tab specifying Hispanic, Asian & Pacific American, Black, and LGBTQ+ groups, and sections about sustainability and inclusion under the Values section.

Political Contributions Risk

3

Contributes roughly equally to both parties, with a slight Republican lean. The company PAC donates twice as much as the senior executives. Contributions are the highest of any firm in the Restaurant industry. Other fast food competitors contribute higher percentages to Republicans, mitigating the risk a bit.

Political Dichotomy Risk

3

Contributes slightly more to Republicans with a consumer base that is likely mostly bi-partisan, with a potential slight-Republican lean. 10-K mentions both DEI and ESG. 41% of the firm's revenue comes from the U.S. Intense competition and failure to maintain brand and reputational value are mentioned as risk factors. The heavily franchised model is also mentioned as a risk factor, as franchisees could deviate from the firm's expressed values. Finally, a failure to address ESG matters is listed as a threat to the McDonald's brand.

Associational Risk

4

Contributed to Donald Trump and Hillary Clinton, two controversial politicians. Additionally, there have been viral cases in which Trump has supported the company by ordering lots of food from them, creating an association between McDonald's and Donald Trump. Additionally, there was a suit regarding CEO Chris Kempczinski and race bias claims.

Brand Visibility Risk

4

The company sells on convenience and price. It is one of the most well-known brands and is insulated from controversy by virtue of being a lifestyle brand for many people. But still, being so prominent paints a target on the brand's back.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

McDonald's

MCD
3.5
Companies list

Public Statements Risk

4

McDonald's is one of the most well recognized brands in the world. CEO, Chris Kempczinski, was praised when becoming CEO for his commitment to create a "more professional culture;" however, he came under fire in 2021 for his private remarks about children gunned down at a McDonald's. Kempczinski does not shy away from making controversial remarks, which can generate publicity. The website also features categories under the Community tab specifying Hispanic, Asian & Pacific American, Black, and LGBTQ+ groups, and sections about sustainability and inclusion under the Values section.

Political Contributions Risk

3

Contributes roughly equally to both parties, with a slight Republican lean. The company PAC donates twice as much as the senior executives. Contributions are the highest of any firm in the Restaurant industry. Other fast food competitors contribute higher percentages to Republicans, mitigating the risk a bit.

Political Dichotomy Risk

3

Contributes slightly more to Republicans with a consumer base that is likely mostly bi-partisan, with a potential slight-Republican lean. 10-K mentions both DEI and ESG. 41% of the firm's revenue comes from the U.S. Intense competition and failure to maintain brand and reputational value are mentioned as risk factors. The heavily franchised model is also mentioned as a risk factor, as franchisees could deviate from the firm's expressed values. Finally, a failure to address ESG matters is listed as a threat to the McDonald's brand.

Associational Risk

4

Contributed to Donald Trump and Hillary Clinton, two controversial politicians. Additionally, there have been viral cases in which Trump has supported the company by ordering lots of food from them, creating an association between McDonald's and Donald Trump. Additionally, there was a suit regarding CEO Chris Kempczinski and race bias claims.

Brand Visibility Risk

4

The company sells on convenience and price. It is one of the most well-known brands and is insulated from controversy by virtue of being a lifestyle brand for many people. But still, being so prominent paints a target on the brand's back.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

McDonald's

MCD
3.5
Companies list

Public Statements Risk

4

McDonald's is one of the most well recognized brands in the world. CEO, Chris Kempczinski, was praised when becoming CEO for his commitment to create a "more professional culture;" however, he came under fire in 2021 for his private remarks about children gunned down at a McDonald's. Kempczinski does not shy away from making controversial remarks, which can generate publicity. The website also features categories under the Community tab specifying Hispanic, Asian & Pacific American, Black, and LGBTQ+ groups, and sections about sustainability and inclusion under the Values section.

Political Contributions Risk

3

Contributes roughly equally to both parties, with a slight Republican lean. The company PAC donates twice as much as the senior executives. Contributions are the highest of any firm in the Restaurant industry. Other fast food competitors contribute higher percentages to Republicans, mitigating the risk a bit.

Political Dichotomy Risk

3

Contributes slightly more to Republicans with a consumer base that is likely mostly bi-partisan, with a potential slight-Republican lean. 10-K mentions both DEI and ESG. 41% of the firm's revenue comes from the U.S. Intense competition and failure to maintain brand and reputational value are mentioned as risk factors. The heavily franchised model is also mentioned as a risk factor, as franchisees could deviate from the firm's expressed values. Finally, a failure to address ESG matters is listed as a threat to the McDonald's brand.

Associational Risk

4

Contributed to Donald Trump and Hillary Clinton, two controversial politicians. Additionally, there have been viral cases in which Trump has supported the company by ordering lots of food from them, creating an association between McDonald's and Donald Trump. Additionally, there was a suit regarding CEO Chris Kempczinski and race bias claims.

Brand Visibility Risk

4

The company sells on convenience and price. It is one of the most well-known brands and is insulated from controversy by virtue of being a lifestyle brand for many people. But still, being so prominent paints a target on the brand's back.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

McDonald's

MCD
3.5
Companies list

Public Statements Risk

4

McDonald's is one of the most well recognized brands in the world. CEO, Chris Kempczinski, was praised when becoming CEO for his commitment to create a "more professional culture;" however, he came under fire in 2021 for his private remarks about children gunned down at a McDonald's. Kempczinski does not shy away from making controversial remarks, which can generate publicity. The website also features categories under the Community tab specifying Hispanic, Asian & Pacific American, Black, and LGBTQ+ groups, and sections about sustainability and inclusion under the Values section.

Political Contributions Risk

3

Contributes roughly equally to both parties, with a slight Republican lean. The company PAC donates twice as much as the senior executives. Contributions are the highest of any firm in the Restaurant industry. Other fast food competitors contribute higher percentages to Republicans, mitigating the risk a bit.

Political Dichotomy Risk

3

Contributes slightly more to Republicans with a consumer base that is likely mostly bi-partisan, with a potential slight-Republican lean. 10-K mentions both DEI and ESG. 41% of the firm's revenue comes from the U.S. Intense competition and failure to maintain brand and reputational value are mentioned as risk factors. The heavily franchised model is also mentioned as a risk factor, as franchisees could deviate from the firm's expressed values. Finally, a failure to address ESG matters is listed as a threat to the McDonald's brand.

Associational Risk

4

Contributed to Donald Trump and Hillary Clinton, two controversial politicians. Additionally, there have been viral cases in which Trump has supported the company by ordering lots of food from them, creating an association between McDonald's and Donald Trump. Additionally, there was a suit regarding CEO Chris Kempczinski and race bias claims.

Brand Visibility Risk

4

The company sells on convenience and price. It is one of the most well-known brands and is insulated from controversy by virtue of being a lifestyle brand for many people. But still, being so prominent paints a target on the brand's back.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

McDonald's

MCD
3.5
Companies list

Public Statements Risk

4

McDonald's is one of the most well recognized brands in the world. CEO, Chris Kempczinski, was praised when becoming CEO for his commitment to create a "more professional culture;" however, he came under fire in 2021 for his private remarks about children gunned down at a McDonald's. Kempczinski does not shy away from making controversial remarks, which can generate publicity. The website also features categories under the Community tab specifying Hispanic, Asian & Pacific American, Black, and LGBTQ+ groups, and sections about sustainability and inclusion under the Values section.

Political Contributions Risk

3

Contributes roughly equally to both parties, with a slight Republican lean. The company PAC donates twice as much as the senior executives. Contributions are the highest of any firm in the Restaurant industry. Other fast food competitors contribute higher percentages to Republicans, mitigating the risk a bit.

Political Dichotomy Risk

3

Contributes slightly more to Republicans with a consumer base that is likely mostly bi-partisan, with a potential slight-Republican lean. 10-K mentions both DEI and ESG. 41% of the firm's revenue comes from the U.S. Intense competition and failure to maintain brand and reputational value are mentioned as risk factors. The heavily franchised model is also mentioned as a risk factor, as franchisees could deviate from the firm's expressed values. Finally, a failure to address ESG matters is listed as a threat to the McDonald's brand.

Associational Risk

4

Contributed to Donald Trump and Hillary Clinton, two controversial politicians. Additionally, there have been viral cases in which Trump has supported the company by ordering lots of food from them, creating an association between McDonald's and Donald Trump. Additionally, there was a suit regarding CEO Chris Kempczinski and race bias claims.

Brand Visibility Risk

4

The company sells on convenience and price. It is one of the most well-known brands and is insulated from controversy by virtue of being a lifestyle brand for many people. But still, being so prominent paints a target on the brand's back.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

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