Authenticity & Transparency: That's the HARD part.

Something I have been trying to emphasize with my partners and clients. However it's very hard to implement the change, not the technical nor the tactical part but the philosophy, strategic vision of the business and its core business model. Take McDonald for example, it did a great jobs in the recent years trying to portrait a healthier and greener image for itself. Unfortunately its core operation such as recipe and ingredients would not likely to change if the law is not broken or the negativity externality not exposed (We thank the whistle-blowers for keeping the pressure on). How can it be transparent and authentic if the message of being good is only a marketing pretext while the core strategy is still maximizing profits legally while not optimizing (health, as one of many) benefits for the customers? At the moment, it is much harder for a large corporation than a small startup to achieve genuine authenticity and transparency.