By Nathan Clark and Haley Cruse
from Nathan:
The Lego Group is a Danish toy production company that is famous for creating their connectable plastic blocks that lead to endless creativity for little hands. Lego’s current mission that they’ve had since 2008 is to “inspire and develop builders of tomorrow” alongside having four promises. Play promise, partner promise, planet promise, and people promise which all exist as their foundation for bettering themselves and the people that they serve. Lego understands their position as one of the most popular toys on the planet and want to use their platform to improve the lives of children.
Lego advocates for diversity in all forms whether it be gender, racial, disability, etc. which is reflected in their internal decision making practices and in their lego sets. They listened to customer criticisms raised in the early 2010s regarding gendered play, pulled police and white house related sets after the death of George Floyd, and released a set with disabled minifigures after a petition from Toy Like Me garnered attention online. Lego understands the importance of diversity and equality being introduced from a young age and wants to influence the next generation to hopefully create a better world.
But perhaps the largest aspect of social good that Lego is currently working on is their social promise. For a company that revolves around the use of plastics, they know that their goods are leaving a considerable amount of negative impact on the world and are trying to make a change. Right now they are in the process of making their packaging being made of 100% recyclable materials by 2025 and their production facilities are running on 100% renewable energy. Lego understands that their product is inherently bad for the environment but wants to reduce their footprint as much as they can and leave the planet in a better state.
Lego isn’t perfect, they occasionally miss the mark and leave people scratching their heads. But the most important aspect of the Lego Group is their genuine desire to improve the lives of children and leave the next generation a better world than the one they inherited.
from Haley:
LEGO is one of the largest and most popular toy producers in the world. The company’s mission is to “inspire and develop the builders of tomorrow. Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future – experiencing the endless human possibility.” A company of this scale has the opportunity to have a large impact on society and LEGO has established itself as a brand that welcomes this responsibility.
In recent years, LEGO has made strides in many different lanes of responsibility, most notably in reducing the company’s negative environmental impact. The company has expressed that implementing sustainable practices is urgent and must be prioritized, as shown by their investment of $400 million over the next three years in sustainability initiatives. LEGO hopes to make all of its packaging sustainable by 2025.
Another value that is central to LEGO is employee satisfaction. Employees are consistently surveyed and responses are compared to other companies in order to ensure that LEGO has the most effective practices. Human rights and culture policies are in place to guarantee that employees are all treated equally and to promote inclusion.
Finally, LEGO has demonstrated its commitment to helping future generations. It launched “Build the Change”, which is a global initiative that empowers kids to design their own futures with LEGO bricks and creatively express their ideas and imagination. This initiative aims to connect LEGO to its consumers by helping kids learn through play. LEGO has established itself as a responsible brand through its actions that are reflective of its values. The company’s public commitment to ethical business practices and high moral standards separates it from other large companies.
Visit the Lego website: here