McDonald's Grimace is just one of the culture levers driving business: Exec.

The return of McDonald's purple mascot Grimace is one of several ways the fast-food chain is utilizing the "power of culture" in its business. Tariq Hassan, McDonald's USA Chief Marketing and Customer Experience Officer, sits down with Yahoo Finance Live at the 2023 Cannes Lions Festival to discuss strategies to reinvigorate the brand and connect with younger customers.