What are the postulates of ‘our responsibility to children’ policy of the Lego company?
The final policy I investigated in was the ‘our responsibility to children’ policy. This policy focuses on the well being and best interests of children and states that Lego finds children to be their ‘role models’ and most important stakeholders. Within this policy, Lego has two main aims. The first one is to be committed to the ’10 children rights’. The second one is to work with UNICEF to promote children’s rights. Lego’s are working towards their first aim by sticking to the principles of the ten children rights which are set by UNICEF, the united nations and save the children. Alongside strictly sticking within theses principles, Lego are also promoting how these principles and rights are imperative for all corporations. For their second aim, they have achieved promoting children’s rights by improving child protection within their infrastructure and then sharing their knowledge gained on the matter with other businesses. This policy will give Lego a competitive edge however it will do it a different way. Instead of directly encouraging consumers to buy from Lego, which it still might do, this policy is going to increase consumer awareness. It will do this is as partners like UNICEF and save the children are likely to promote Lego based on their children rights work. This will raise global awareness of Lego and the more consumers know about Lego, the more consumers there is who could possibly buy from Lego. It will also give them a good reputation. This is because they will be seen working with a charity and it will show that Lego care about social issues. This could encourage some consumers to try Lego over competitors and give them a competitive edge over competitors.