Lego CSR Case Study: Responding to Children's Environmental Concerns

This case study examines Lego's response to children's calls for change regarding plastic packaging. It analyzes how Lego is transitioning from plastic to paper bags, focusing on sustainable development and reducing plastic usage. The study highlights Lego's investment in sustainability efforts, including exploring alternative packaging options and responding to children's ideas and passion for environmental protection. It explores the importance of Lego's response, emphasizing the benefits of engaging with children's ideas and the role of paper-based bags in reducing pollution. The document also references the positive impact of Lego's actions, including increased sales and aligning with environmental groups to promote sustainable development.

LEGO-CSR
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Contents
Summarise Case study.....................................................................................................................3
How is Leo responding to the change requested by Children-........................................................3
Why it is important for Lego to respond towards the change requested by children......................4
REFERNECES................................................................................................................................5
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Summarise Case study
This case stud is all about the business that Lego to ditch plastic bags after children call for
change. Usually, it happens to replace plastic packaging with paper bags from 2021 as toy brick
makers. On the basis of case scenario, main aim of Lego will start to focus on the sustainable
development. Through case study, it has been summarized that children promote the awareness
in regards of sustainability and asking it to remove or eliminate single use-plastic bags.
Generally, Lego has been investing up to Euro 210 million over 3 years to improve its overall
sustainability efforts (Poon, 2018). It has been exploring the other kind of alternative of plastic
bags and children’s show their positive response, passion and idea which is always inspired or
motivated the change in sustainable development.
Afterwards, it has been analysed that different toy company will start to introduce or launch
recyclable paper bags. On the other hand, these kind of paper bags are majorly attracting the
children and also helping to protect environmental friendly environment. in recent times, it has
been growing a pressure on retailer to minimize the use of multiple plastic bags and packaging.
However, it ensure that identifies the alternative options such as paper based bags, which is
always supports for protecting environmental condition. in order to minimize the carbon
intensive level in atmosphere.
How is Leo responding to the change requested by Children
On the basis of analysis, it has been examined that Leo shows a positive responding toward
change requires by children. However, he was invested and would go into multiple educational
programmes, efforts to make an enterprise become sustainable in different areas. A major
investment towards educational programs, which means that encourage children to improve their
ability or capability. Afterwards, children’s will share their own view point or opinion in regards
of change development. When Leo has found the change requested by children (Vashchenko,
2017). He was decided to make an ambition and trying to adopt the packaging sustainable by end
of 2025. These are kind of things are basically inspiring the children’s and other retailer to adopt
concept of sustainable development. On the other hand, Lego as chief executive response
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towards alternative option. It begin to make some change while introducing recyclable paper
bags. The positive response of Leo will support for current environmental condition and also
establish a coordination with other environmental group such as “Fast & Substantial” reductions
on the plastic pollution. Leo can interact with group to measure the tremendous success of
retailers those are adopting the sustainable development programme.
Why it is important for Lego to respond towards the change requested by
children
In my personal opinion, it is very important for Lego to respond towards change requested
by children. When engaging with Lego, children can be representing an adventurous thing as
they want, allowing to do something experiment, test out and also build a new ideas. Playing
with Lego is known for amazing benefit, advantage for development. There are large number of
children’s use Leo, so that they were sharing their own innovative idea towards Leo as chief
executive. It is also identified by company that paper based bags being attracts more children. It
is also becoming reliable for reducing the pollution level in global world (Zizka, 2017).
Therefore, it is completely straight forward to ensure uses alternative options and also respect the
advice or suggestion for children in regards of change development. Another reason for Lego to
respond towards change as requested by children. Earlier it would be increased the sales or profit
in first half of this years. There are large number of consumer purchase item at the time of
lockdown to restrict the spread of virus. In this way, it become great opportunity for organisation
to implement innovative idea that help for organisational growth as well as environmental
protection.
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REFERNECES
Book and Journals
Poon, S.T., 2018. LEGO as Learning Enabler in the 21st-Century Preschool Classroom:
Examining Perceptions of Attitudes and Preschool Practices. Journal of Urban Culture
Research. 17. pp.72-87.
Vashchenko, M., 2017. An external perspective on CSR: What matters and what does
not?. Business Ethics: A European Review. 26(4). pp.396-412.
Zizka, L., 2017. Corporate Reputation Rankings 2016: and the Winner Is?.
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