Green on the Outside

In Matthew 23, Jesus rebukes the Pharisees for their hypocrisy. “They do all their deeds to be seen by others. For they make their phylacteries broad and their fringes long … Woe to you, scribes and Pharisees, hypocrites! For you clean the outside of the cup and the plate, but inside they are full of greed and self-indulgence” (Matthew 23:5, 25 ESV). For context, phylacteries and fringes were traditional Jewish garments and items used in public worship and prayer. Jesus is rebuking religious leaders who parade their righteousness and proclaim their goodness to elevate their own status when their hearts are sinful. In our investment context, this is not too dissimilar from some of the greenwashing and overpromotion we see as it relates to sustainability and eco-friendliness.

Billions & Billions (of straws)

McDonald’s switch to paper straws is a perfect example of making a public change for appearances, with little real impact, driven more by publicity than substance. In 2018, McDonald’s switched to paper straws to advertise its sustainability and eco-friendliness by reducing plastic use. This was a significant move that could have been very impactful if done properly. When customers complained that the straws were too thin and did not function well for drinks, McDonald’s increased the thickness. Journalistic investigators, most notably at the BBC, found that increasing the thickness made the straws no longer functionally recyclable because recycling processing plants were unable to handle the new, thicker paper straws. The company also confirmed that the straws were non-recyclable and recommended that customers throw them in general waste.

Instead of pursuing genuine change, McDonald’s went for marketing, and the environmental impact could have been arguably worse — the plastic straws were previously recyclable to some extent, but the paper alternatives were not.

Beefing Up Efforts

The 2018 change in packaging materials for the straws was likely a marginal increase in the overall cost that did not require much investment from the company.  This was a small cosmetic tweak that was likely more of a marketing stunt.  Years later, after vast amounts of criticism, McDonald’s has meaningfully reshaped their initiatives. In 2025, the company committed $200 million to funding conservation practices and agricultural regeneration programs for cattle farming.  This approach addresses a systemic problem with cattle grazing and aims to solve the problem at the source.  The $200M figure is still tiny compared to their overall budget, but it is at least a move in the right direction. The paper straw switch looked like a solution, but the execution does not seem to have been fully thought through and it was all likely for marketing efforts.

What can we learn?

The ESG craze of the late 2010s and early 2020s gave many companies opportunities to market change without taking steps to truly drive change. For Christians, we know that change starts in the heart and fruit comes from the Holy Spirit inside us — not the other way around. As Jesus calls out the Pharisees for their hypocrisy in Matthew 23, we should be aware of being misled by people or companies in positions of influence.

It’s important to note that Jesus was not saying this so that thousands of years later we should feel empowered to call out McDonald’s — I can say with a high degree of certainty this was not the case. He is also not advocating that we become judges of other people’s intentions and hearts because that is not our job either. Rather, we should let this serve as a call to discernment: are we supporting genuinely good actions, or are we being impressed by what looks clean on the outside while the inside remains unchanged? It matters what our money supports, what our actions communicate, and whether we are responding faithfully to the convictions of the Holy Spirit.

Take time to understand what your money is promoting, understand the implications, and then act as the Holy Spirit convicts you.

"So, whether you eat or drink, or whatever you do, do all to the glory of God." 1 Corinthians 10:31 (ESV)