A media planner, creative director, and account director are cutting through an alley on the way to a client meeting. The alley is covered in litter – bags, flyers, packaging – and it seems that a large portion of the litter is McDonald’s cups and bags.
The media planner says: “Because of their high market penetration and nearby location, it only makes sense that a lot of the litter is of their products.”
The creative director says: “No, because McDonald’s is such a well-known brand, those items are just standing out more to us. There isn’t a disproportionately higher amount of McDonald’s litter.”
The account director says: “Here’s why there’s more McDonald’s litter. People who eat there have a lower opinion of themselves. So why should they feel any differently about the environment?”
So, who’s right?