McDonald’s

McDonald’s integrates economic, environmental and social sustainability into its business model. In terms of social impact, the company maintains a strong commitment to inclusion and equity, promoting pioneering initiatives such as its Third Equality Plan, which includes more than 57 measures aimed at fostering equal opportunities, and its LGTBIQ+ Plan, which incorporates a protocol for the management of sexual diversity and gender reassignment, a pioneering initiative both in Spain and internationally. 

As part of its commitment to a fairer, more inclusive and equal society, McDonald’s is a member of REDI (the Spanish Network for LGTBIQ+ Diversity and Inclusion). In addition, the company has been awarded AENOR’s Diversity and Inclusion Management System (DIMS) certification, becoming the first company in the restaurant sector to receive this recognition. The brand maintains a close relationship with culture as a means of generating positive social impact. This vision has been reflected in campaigns such as “Celebrate Yourself as You Are” (2023), a photographic exhibition developed in collaboration with PhotoEspaña to showcase the authenticity of LGTBIQ+ employees, and “Proud Diversity” (2024), focused on the real-life stories of its teams. In 2025, the campaign “Para pa pa pa” reinforced this positioning by reimagining the brand’s iconic jingle together with employees, franchisees, suppliers and partners in a musical initiative designed to share its commitment to inclusion. 

This year, the company also unveiled the mural “Women and the Countryside” in Arganda del Rey, a work created to highlight female talent within the primary sector and to recognise the contribution of women who, throughout different historical periods, have helped—and continue to help—transform Spanish agriculture through equality, innovation and sustainability. 

Through these initiatives, McDonald’s reaffirms its role as a brand that supports culture and actively works to promote safe, diverse and inclusive spaces, where every individual can express themselves freely, authentically and without barriers.