Corporate Social Responsibility Report: LEGO's Sustainability Efforts

This report examines LEGO's Corporate Social Responsibility (CSR) practices, focusing on their response to children's requests for more sustainable toy production. The report analyzes LEGO's decision to replace plastic packaging with paper bags, their exploration of recyclable plastic materials and bio-bricks, and their investment in sustainable programs. It discusses the company's commitment to carbon-neutral manufacturing and the importance of customer engagement in driving CSR initiatives. The report includes a case study of LEGO's actions, the CEO's steps to eliminate single-use plastics, and the author's viewpoint on the significance of CSR in enhancing brand image and customer loyalty. The report references various books and journals to support its findings and conclusions.

CORPORATE SOCIAL
RESPONSIBILITY LEGO

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Question 1........................................................................................................................................3
Question 2........................................................................................................................................3
Question 3........................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................1

INTRODUCTION
Corporate social responsibility (CSR) is the practice of the organizations which need to be
followed by all companies in order to make a strong brand image in the eye of stakeholders. By
following this practice, the company can build a strong relation with the society and community
by charitable activities and sustainable development programs (Cukurbasi and Kiyici, 2018). So,
in this context the report will cover the social responsibility followed by the LEGO company by
making changes in their toys products as per the demand of the children. The report will also
cover the case summary of the LEGO and my view point regarding the importance of CSR.
MAIN BODY
Question 1
In this case study, LEGO one of the toys making company manufactured the plastic toys for
the children of the UK. Because of the request of the children, the company realizes its mistake
of using plastics in large quantity now taking steps towards replacing the plastics packing with
paper bags. Because of the toys bricks of the company are itself plastic maker, the company is
also trying and exploring various alternatives such as recyclable plastic materials in order to
fulfil their corporate social responsibility. Here the company receives many letters from the
children regarding the disadvantages of the plastics to the human and animals of the country. The
company’s main ambition is to completely make use of paper bags for packing the bricks by the
end of 2025 (Bauer and et.al., 2018). The study describe that the company enjoy rise in sales and
profits during this pandemic because consumers buy their products in order to make themselves
and their children busy and to stop spreading of covid cases. The company decided to use paper
bags for packaging purpose from the year 2021. For improving its sustainable efforts, the
company have said that they are going to invest $400 million (310 million pound) on this
program.
Question 2
In order to fulfil the request of the children the CEO of the company take most suitable step
and this step state that the company are going to completely avoid the single use plastic for the
purpose of packaging. By eliminating the single use plastics, the company can contribute their
part towards decreasing the pollution and also reduces the demand of the plastics production in

the market. For this change, the toy making company LEGO also look towards the expansion of
the use of bio-bricks for the production of their toy products. It is because Bio-bricks are making
of the sugarcane (Rosado and de Mattos, 2017). Along with that the company are also looking
for the various alternatives and plastic substitutes to produce a sustainable product and provide
the children “Sustainability through play”. The company also decides to introduce recycle paper
bags which is certified by the Forest Stewardship council (FSC). This step is going to benefit the
company in fulfilling their children request and also help in achieving their goals. The company
in order to achieve its ambition said they would expect carbon neutral manufacturing operations
by the end of the year 2022. The company made pledge of using plastic free bags by
incorporating paper bags because children like paper more.
Question 3
In my view, the customers are the real asset of the company and in the case of LEGO that
make toys for the children then children are the real asset for the company. So, to make the each
and every child happy is the first priority of the company. As the children request the elimination
of single-use plastic for packaging toys bricks, then such a request is must fulfilled by the
company from my perspective because it improves the brand image of the company. As I believe
that such an action by the company increases the brand awareness among the customers of the
company which further result into the increase in sales and profits of the company. As we know
that papers are much expensive than the plastics which increases the cost of the company it also
attracts the children that the company cares about their heath and follow their request (Baena,
2018). So, I think LEGO have to adopt this step and pack their toy products in the paper bags. I
think that adopting the CSR also helps the company in taking competitive advantage make the
public realize that the company are committed towards the social and environmental factors.
CONCLUSION
The report concludes the short summary of the elimination of single-use plastic a case
study on LEGO a toy making company of UK. The report also concludes the how customer
engagement and CSR help the company in achieving their goals and objectives. The report
further also concludes the steps the company adopt in order to fulfil the request of their
children’s customers.

REFERENCES
Books and journals
Cukurbasi, B. and Kiyici, M., 2018. High school students' views on the PBL activities supported
via flipped classroom and LEGO practices. Journal of Educational Technology & Society, 21(2),
pp.46-61.
Bauer, F. and et.al., 2018. Climate innovations in the plastic industry: Prospects for
decarbonisation. Lund: Miljö-och Energisystem, Lunds Universitet.
Rosado, B. H. and de Mattos, E. A., 2017. On the relative importance of CSR ecological
strategies and integrative traits to explain species dominance at local scales. Functional
ecology, 31(10), pp.1969-1974.
Baena, V., 2018. The importance of CSR practices carried out by sport teams and its influence
on brand love: the Real Madrid Foundation. Social Responsibility Journal.
Online
Lego to ditch plastic bags after children call for change 2020 [Online]. Available
through:<https://www.bbc.co.uk/news/business-54169686>
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