What is the responsible resources policy?
Another policy within the environmental leadership category which will give Lego a competitive edge is the responsible resources policy. This policy focuses on investing in developing materials that are much more sustainable and environmentally friendly. Its overall aim though is to find a replacement for their current oil-based raw materials and to have all Lego packaging be sustainable and reduced by 2030. As of now, Lego has invested 1 billion into developing a new sustainable material for their product, and since 2014 they have reduced the amount of cardboard used for packaging by making packaging smaller. This has saved approximately 6000 tonnes of cardboard per year. This contributes to one of their other policies which are to help waste management, and by saving 6000 tonnes a year, it contributes to the waste management aim of recycling 93% of Lego’s waste.
Lego’s waste management focuses on reducing how much material they use and focuses on trying to reuse as much material as possible. This could give Lego a huge competitive edge like a lot of consumers these days are focused on caring for the environment so by trying to be environmentally friendly and cut down on wastage Lego are pleasing a lot of consumers. This will encourage consumers to try out Lego as very few competitors in the market invest as much money into the environment as Lego and that will encourage a lot of the market’s consumer base to switch from competitors to Lego overall increasing Lego’s market share.