How does the LEGO Group maintain its incredible brand equity in a climate of hostility towards large-scale plastic producers?
Comprehensive transparency, sharing every detail of the LEGO Group’s sustainability story and leaving no brick unturned.
Strategy
Creative
Film
Social
Studio
Translation
All the stories and all the science. How they’re using sugar cane and recycled marble, how they’re steadily reducing the amount of virgin materials used through Mass Balance. How there’s still a long way to go. Simple, honest and above all easy to understand – because all the stories are told with LEGO bricks and elements.
The LEGO Group is different. The real problem with plastic is single or limited use. LEGO bricks don’t get thrown away, they get passed on from parent to child and often onto grandchild because 60 year old LEGO bricks are still strong and fit.
