Are Lego’s Green Projects Building Blocks for a Sustainable Future?

If you have ever stepped on a Lego brick, you know they’re virtually indestructible. For a product designed for children, that kind of durability is an undeniable advantage. But as the environmental impact of plastic pollution becomes clearer to consumers and manufacturers, Lego has begun to re-examine the processes that make their iconic product possible.

As a producer of plastic-based products, Lego has come under some intense scrutiny in the past. But today, their wave of sustainable initiatives shows their desire to play a role creating in the solutions of the future. They have designed plant-based Lego pieces, reduced their packaging and reached their goal of using 100% renewable energy. So how green is Lego today? Where will they be when they reach their own sustainability goal in 2030? And what further steps could be taken?

Turning a New Leaf

After a shipment of nearly 4.8 million Lego parts went overboard a container ship in a 1997 storm, pieces washed up in mint condition all around the world. It still serves as a reminder of the lasting effect plastic has on our oceans. And while what happened to the shipment wasn’t down to any error by The Lego Group, it did change perceptions. The company expressed its concern for the environment and focused on eliminating waste at its production sites which could potentially become marine litter.

A historic turning point for Lego came in 2014 when it ended its partnership with oil company Shell, which had been in place since the 1960s. Consumers played a key part in this decision, as they made it very clear that this was the move they wanted to see. Lego’s latest innovation is in line with this move away from fossil fuel. They have recently started selling Lego pieces made from plant-based plastic. Fittingly, it is their botanical pieces – leaves, shrubs and trees – that will be made from their new polyethylene sourced from sugarcane.

A Stepping Stone?

Lego has invested about 130 million euros and hired 100 people to search for new, sustainable materials. They have also introduced FSC certified packaging, and reduced the size of their packaging. Another 800 million euros were invested in wind energy. This enabled them to achieve their goal of 100% renewable energy three years ahead of schedule. Lego’s present goal is to replace the conventional plastic in their products with sustainable materials by 2030.

It remains to be seen whether bioplastics are the future for Lego. Polyethylene elements make up only 1-2% of the total amount of plastic elements produced by the Lego Group. At present, Lego’s iconic bricks can’t currently be produced in the same way, as bioplastics are too soft. It is true that manufacturing bio-plastic has a much lower carbon footprint than conventional plastic. Yet once it is produced, it is still just that – plastic. And while Lego can be recycled, most household recycling schemes don’t collect it. It is possible that bioplastics will turn out to be a transitional material. If Lego’s project for innovation of its materials is successful, perhaps bioplastics will be a mere stepping stone to an even more sustainable alternative.

Real Policies, Real Impact

Another milestone is Lego’s partnership with WWF, The World Wide Fund for Nature, which inspired a new focus on their supply chain. Lego realised that only a tenth of the total carbon emissions related to Lego products originates from processes taking place at Lego factories. They reached out to WWF, who helped them collaborate with their suppliers to reduce total carbon emissions.

By teaming up with a reputable environmental organisation, Lego is much better placed to reform its supply chain. It may be difficult for consumers to imagine a future for Lego that isn’t plastic, but by setting concrete goals and making the investments to achieve them, they are making real progress.

Consumers Are Pushing Brands Towards Renewable Materials

Businesses are finding that consumers are no longer accepting the widespread use of non-renewable materials like single-use plastics. As environmental awareness grows among consumers, the search for sustainable alternatives is on. Forward-thinking organisations are finding that they can stand out among the competition by offering a cleaner option.

McDonald’s UK wasn’t as quick on the uptake. They are making the switch from plastic to paper straws after an online consumer petition reached nearly half a million signatures. This case is part of a larger trend in which consumer-led action is pushing big-brand corporations to make changes to help protect the environment. Non-renewable plastics, in particular, are suffering a huge reputational crisis.

Social Media Pressure

The McDonald’s straw petition was fuelled by concern for the consequences of ocean plastic. Crucial to the campaign’s viral success was a harrowing video of a team of scientists pulling a plastic straw from the nostril of a sea turtle. Social media has become a key player in driving consumers’ environmental awareness, and it is the platform for the campaigns that can make or break a business’s reputation.

The commentary from Paul Pomroy, chief executive of McDonald’s UK and Ireland, is telling: “Reflecting the broader public debate, our customers told us they wanted to see a move on straws.” Businesses are recognising that they need to respond to the increasing public interest in environmental issues, if they want to retain their customers. Ideally, this means making an informed early move instead of waiting for legislation to catch up.

The Opportunity in Renewable Materials

There’s more to renewable materials than merely preventing reputational damage. Innovative, recyclable materials come with their own benefits. Paper (or card) is lighter than plastic, so savings can be made on transport. This in turn translates to a lower carbon footprint. Resource efficiency is also a big money-saver. Why throw away money on a single-use product when you can invest in something that is reusable?

And then there’s the PR advantage. An international study by Unilever shows that a third of consumers prefer sustainable brands. This shows that, just as a weak environmental policy can damage a brand, a strong one can boost sales. Clearly, the materials that are good for the environment are also good building blocks for your business.

What Is Greenwashing and How Can You Avoid It?

The term greenwashing is a variation on ‘whitewashing’. It refers to the act of advertising environmental claims without backing it up with real policy. The term has been around since the eighties, when an environmentalist coined it as an ironic commentary on a hotel’s attempt to frame their money-saving towel-washing policy as ‘saving the environment’.

Nowadays, the rise of social media has made it nearly impossible to gloss over inconsistencies between messaging and policy. The scrutiny of an increasingly well-informed public is exposing those companies who are only interested in the green movement for a quick marketing boost – and rewarding those who can demonstrate real commitment to sustainability. So how can your company prove its green credentials?

The Risks of Greenwashing

The latest Sins of Greenwashing Report by TerraChoice examined over 5,000 consumer products that made green claims. They found that over 95% of the products were guilty of greenwashing. Greenwashing is clearly widespread, but does that mean that companies are getting away with it?

Shell has found their position weakened by their poor environmental policies. In July this year, they organised the ‘Make the Future Live’ event in London, complete with a Shell Eco-marathon and backed by influencers like Letitia Wright and Jennifer Hudson. Immediately, activist groups like Brandalism reacted, organising protests and placing satirical posters throughout the city. On social media, Shell’s hashtag #makethefuture left them exposed to greenwashing accusations.

Meanwhile, consumer goods giant Unilever is being sued for misleading environmental claims made around their Ben & Jerry’s ice cream brand. The consumer watchdog filing the suit claims that: “Unilever is building on Ben & Jerry’s reputation as an environmentally responsible company to deceive consumers.” The Ben & Jerry’s website claims that its milk is sourced from “Caring Dairy” farms. But the suit alleges that less than 25% of their milk is sourced from farms that meet the “Caring Dairy” standards described by Ben & Jerry’s. What’s more, they claim some of the ice cream contains the pesticide glyphosate.

The Ben & Jerry’s case demonstrates that there is a real danger in making unverified environmental claims. Between reputational damage and legal consequences, it’s clear that engaging in greenwashing exposes companies to huge risks, but how can it be avoided?

Demonstrable Commitment to Sustainability

A tell-tale sign of greenwashing is the gap between the huge spend on green marketing and the token amount spent on actual green policy. The good news is that sustainable policies are often cost-saving in themselves. Plus, if you build a legitimate reputation for sustainable business, it will be simple and cost-effective to prove it through fact-based marketing. Here are three ways you can demonstrate real, provable commitment to sustainability to your clients:

1. Make use of third-party certificates

This can mean earning an ecolabel yourself by complying with the standards of a third-party environmental certificaton service, or using materials and services that have earned such a label. For example, the FSC forestry label is widely recognised by consumers.

2. Invest in own recycling solutions

Why throw out materials when you can reuse them? Think about the full production chain and reduce waste. Encourage your customers to do the same and provide them “how to” solutions.

3. Reduce carbon footprint

For most companies, the best way to achieve this is by reducing energy and fuel use. Scrutinising every link in your company’s supply chain can result in fantastic savings. Measure the CO2 footprint of your products.

Evaluating your products and services for environmental sustainability takes time and effort, but it is an investment in the future of your business. It will allow you to make a fresh impression on your clients, and protect you from accusations of dirty dealings. After all, you don’t need to greenwash a process that’s already clean.