Nuno Moreira da Cruz
Lego : Building a more sustainable future
“The LEGO Group is committed to making a positive impact on the world our children will inherit”.
Lego has recently launched the first elements made from plant-based materials, leaving conventional plastic behind. This is a great example of strategic shift at the right time and, in my view, a case study of anticipating the “next unacceptable” social and environment issue. When Lego decided, years ago, to invest in R&D in pursuit of this innovation, the debate on plastic was just sort of an emerging issue, not an institutionalised one as it currently stands. The group is effectively developing a sustainability strategy for the last ten years and its this clear vision that triggers a solid innovation strategy. This is sustainable market leadership at its best.
And they well deserve the title of Best CSR Reputation in the world according with the 2017 Global CSR RepTrak published by the Reputation Institute.
By committing to make all of its products and packaging from sustainable materials by 2030, Lego’s actions are supporting the United Nations Sustainable Development Goals (UN SDGs).