I have recently returned from Fortune's Green Conference. I was on the agenda with Paulo Adario of Greenpeace Brazil to discuss our work together to protect the Amazon.

When Fortune pulls together environmental leaders in business and the NGO community, it's definitely a good idea to stop, listen and learn - and of course, to take the pulse of the environmental movement.

The mere fact that Fortune hosted this gathering speaks volumes. As one speaker noted, it's not likely that such a conference would have gotten off the ground five years ago. Here are some highlights:

• Marc Gunther, who chaired the conference, and writes often on sustainability issues, spoke about the theme of the conference - how profit, innovation and "green" go hand-in-hand. I heard story after story about great "green" ideas making companies more profitable.
• One of the most articulate executives who spoke was the president of Sam's Club, Doug McMillon. As far as I'm concerned, when the top dog at such a company understands sustainability issues so very well, there is official and widespread acceptance of sustainability as a business imperative.
• Fisk Johnson, the CEO of SC Johnson, was interviewed by Glenn Prickett from Conservation International. Fisk's remarks made so much sense to me. He said he has a "6 out of 10 rule." When environmentally innovative ideas register with at least six positive criterion, SC Johnson moves on it. If not, they let time and technology advancements take place, and come back to it later.
• My favorite insight from the speakers came from Gary Hirshberg, founder and CEO of Stoneybrook Farms. He noted that, to him, "green" is not an adjective, but rather a verb. Like with Fisk Johnson, I heard the mantra of taking concrete actions in your business, and some caution related to talking about it too much.

My favorite memory didn't involve any of the sessions or speakers on the agenda. It is the image I carry in my mind of leaders from for-profit and non-profit worlds co-mingling, sharing thoughts and ideas on how to preserve this earth we all inhabit.

-Bob Langert

I have just returned from my two month paid sabbatical. McDonald's offers this benefit to company staff for every ten years of service.

I enjoyed my time off immensely, and I am very thankful to my trusted team. Without their hard work and talent, I could not have had such a hands-off retreat. I hope you enjoyed their blogs while I was away.

I had some personal goals, all of which I will skip over, except to say that from a professional perspective, I was interested in seeing what might inspire me to be a better CSR leader. Where did I find such inspiration? From a book, the beach and...my dog!

A Book

The book is a classic. For whatever reason, I have never read, until now, To Kill a Mockingbird. Now I understand why so many people feel it is truly one of our greatest American novels. Atticus Finch, the humble hero of this great story, demonstrated quiet and steadfast commitment to doing the right thing. In the midst of turmoil all around him, and in dealing with complex racial and societal issues, Atticus' commitment to doing the right thing remained strong and pure. What's more, the simplicty and strength of character with which he approached difficult and complicated situations is so admirable.We can all look to him as a role model for our work to advance CSR in our respective organizations.

The Beach

The beach is Amelia Island, Florida. I walked it daily. The ocean waves were never the same - sometimes calm, but more often full of powerful movements. The colors of the water were always changing. The winds varied. Various birds roamed the beach. A stretch of fine sand that, from a distance appeared homogeneous, showed wide variations of shells and deposits from the constant influx from the ocean when the eye viewed it up close.Given all of this, my love and appreciation for our natural world was elevated to a new level, and I was reminded of the constant evolution of the world in which we live.

My Dog

We had our dog, Sammy, with us for the sabbatical, and of course, on our walks. Sammy would be as free as can be, chasing birds, the shadows of birds, and anything else that moved. He would zip up to the dunes, and check out some bushes and twigs. We would roll a ball, and Sammy would hunt it down as if this activity were the most joyous thing he could ever do. I found this simple pleasure so invigorating.

So now, as I "re-enter" my work on CSR, I bring with me this vision of simplicity that I learned from Atticus Finch, that I felt and saw on Amelia's beach, and observed in my dog. CSR is serious stuff and about as complex as it gets. But so are community affairs in Harper Lee's Maycomb, Alabama, in the biodiversity of the sea dunes and the behavior of a dog.

In order for CSR to grow and become more mainstream, we, as leaders, need to address complex issues with aggressiveness and simplicity.

-Bob

By Kathleen Bannan, Senior Manager Corporate Social Responsibility, McDonald's

Roughly one year ago, I posted "part one" of what is now officially becoming a series for me, or rather, an annual event, as it would seem "A Mother's Perspective" comes but once a year.

I have submitted my thoughts on McDonald's & CSR frequently since last April, yet not quite through that "maternal" lens. But I think it's time to take another look at the topic.

As it happens, I've been thinking quite a bit lately about the similarities between the advice/guidance I give my children (pictured here with me on a recent snowy afternoon in Chicago) and the expectations we have of ourselves here at McDonald's.

It brings to mind that book...."Everything I Need to Know I Learned in Kindergarten."

The same attributes that lead to happiness and fulfillment on the personal front are at the core of what it means to be a socially responsible, and in turn financially successful, company.

Let me offer a few examples:

• It's not what you say. It's what you do.
• Lead with actions, not words.
• Take responsibility for your actions & be accountable for your lack thereof.
• Consider the consequences of your actions before, and after, you act.
• Stay committed to continuously improving yourself.
• You never learn anything by talking. Listen, and you will learn.
• Be a leader, rather than a follower.

And there are so many more - simple truths that retain their wisdom over time. These are all things my husband and I tell our children over, and over, again. As a socially responsible company, we at McDonald's strive to adhere to these same attributes.

CSR is complicated. Just the term itself is sometimes fraught with confusion. And defining success in this area is tricky. And yet, when it really comes down to it, we can all still refer those simple sentiments - or motherly advice- we have been hearing since childhood.

-Kathleen

Sheila Young, Administrative Coordinator, McDonald's Corporate Social Responsibility

I recently took a trip down memory lane. Two of my grandchildren (pictured here) were in town for spring break and were commenting about the weather and the whole issue of global warming.

I grew up in what I believed was the most excessive era in history - big gas guzzling cars, aerosol sprayed hair emitting PCPs into the environment, and big egos when it came to environmental issues. No, I didn't grow up in Texas, but a small rural, industrial community in Indiana that produced residue from local steel mills and other facory emissions.

In the 50s and 60s, no one cared about protecting the environment in my little town. We watched "Leave It To Beaver" and "Father Knows Best" and all seemed right in the world. "June" and the "Beav" were not concerned about global warming, and father might have known best, but he wasn't advocating recycling to Kathy and Bud.

Now, as the grandmother of six, I am concerned about my grandchildren and their grandchildren being able to enjoy the small things that made me happy as a child. I always appreciated watching the seasons change. The picturesque countryside reminding us of the first signs of spring, summer, fall and winter. Picking the neighbors' colorful daffodils and tulips for our mother in the spring. Rolling around in the luscious, green grass of summer and catching butterflies in the daytime and lightning bugs at night. Jumping in a pile of feshly raked leaves in the fall and the unmistakable aroma of burning leaves. Even the first snow of winter and the fun of making a snowman or throwing a snow ball at an unsuspecting sibling.

All of these simple pleasures are in jeopardy of being destroyed with our excessive lifestyles and behaviors. What I've discovered is that there isn't one time period totally responsible for the erosion of our natural resources, but combined...ALL OF US have an impact on the earth.

I'm so proud of my grandchildren for caring about the planet, researching ways to be more environmentally friendly, recycling EVERYTHING (smile) and most of all - doing their part to protect and preserve our environment.

After I finished my stroll down memory lane, I vowed to set a better example for them by being more active in environmental issues.

-Sheila Young

By Jennifer McCracken, Environmental Manager, HAVI Global Solutions

Hello, my name is Jennifer McCracken. I work for HAVI Global Solutions, a company that provides strategic supply chain services, including consumer packaging design and procurement for McDonald's.

I am the Environmental Manager with responsibility for the North American market, as well as coordination of global environmental initiatives with other zone leads. I work with Bob and his CSR team to address consumer packaging and environmental impacts. I invite you to take a look at the brief video below to learn more about how McDonald's packaging is designed with the environment in mind.

-Jennifer McCracken