Consumers are increasingly seeking out products that prioritize environmental sustainability and responsibility. Research has shown that customers show more brand loyalty for products that they feel they can enjoy responsibly. As consumers opt for more eco-friendly brands, the industry has diverted their focus to further their sustainability initiatives. In food service and manufacturing, companies have aimed to reduce plastic by eliminating straws and developing biodegradable packaging for their products. This is true for the toy industry as well; major brands such as Hasbro and Mattel have announced sustainability goals to reduce plastic and maximize recycled materials.
Sustainable Goals and Progress
Lego has made strides in their sustainability initiatives as well and invested over $400 million dollars in advancing research and innovation to support these goals.
In addition to achieving carbon neutrality by 2022, Lego pledges to make all packaging and materials sustainable by 2030. Lego has already begun tackling these initiatives by supplementing their energy consumption with solar at their factories and packaging their bricks in paper bags instead of plastic.
Because Lego wants their new bricks to be compatible and indistinguishable from their old ones, they are undergoing a rigorous test and research process to find sustainable and renewable materials that won’t sacrifice quality. Not only is Lego performing tests to ensure strength and durability of their toys, but they are also searching for materials that can be as colorful and glossy as the iconic toy many of us grew up with.
Lego has already begun releasing kits that include bricks made from polyethylene, a material that is sustainably sourced from sugarcane. As of 2020, these plant-based bricks accounted for 2% of all bricks. Lego will continue to innovate and collaborate with material researchers and sustainable organizations to improve their timeless products.