Today, we flip our Golden Arches to celebrate the women who have chosen McDonald’s to be a part of their story, like the Williams family. In the U.S. we’re proud to share that 6 out of 10 restaurant managers are women. https://t.co/6z88OhjXpO pic.twitter.com/hXfOi3wWQf
— McDonald’s (@McDonalds) March 8, 2018
Corporations using feminism as a marketing tool is nothing new, and while it can sometimes be a tricky line between genuinely empowering and an empty gesture, there are some truly baffling campaigns. Cast in point, the McDonald’s McFeminsim® sign that flipped the golden arches upside-down. It’s a W for “Women,” you see!
The “W” appeared at a location in Lynwood California, and 1oo others announced flipped logo on packaging and merchandise. Now, the change itself was relatively harmless. If it only just a gesture to build awareness, it’d mostly be on-par with an insignificant “Happy International Women’s Day” tweet from any company. However, the backlash arrived when many pointed out the hypocrisy of the fast-food chain celebrating its female employees while mistreating many of them.
Brands, stop exploiting feminism with cute gimmicks. @McDonalds if you want to be perceived as “feminist” you can start by paying your employees fair wages. https://t.co/KEKWvY0GQN
— Jena Friedman (@JenaFriedman) March 8, 2018
McDonalds: In celebration of women we are flipping the arches upside down.
Or you could give your employees better benefits.
McD: Look it’s a W!
Maybe a living wage? Better family leave? A career path forward in the face of automation?
McD: The W stands for women.
— bogwolf (@truebe) March 7, 2018
— Milwaukee DSA🌹 (@MilwaukeeDSA) March 8, 2018
The W sign, unfortunately, was not big enough to hide instances of McDonald’s mishandling sexual harassment cases, workers strikes, and exploitation abroad.
Wendy’s starts with a W
— Wendy’s (@Wendys) March 6, 2018
(via Buzzfeed, image: screencap)
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