Niels Christiansen, the chief executive of Lego, stated, "The shift towards more sustainable materials meant a significant increase in the cost of producing our bricks. We determined to absorb these costs ourselves." He emphasized that while they could potentially pass the financial burden to consumers, the company chose not to, reflecting their commitment to sustainability over profits.
Lego has made a long-term pledge to transition entirely to renewable and recycled plastic by 2032. Currently, they aim for half of their brick plastic to come from renewable or recycled sources by 2026, showing their dedication to environmental responsibility.
By 2025, Lego plans to triple its spending on sustainability initiatives to 3 billion Danish kroner (340 million dollars) annually. This investment is aimed at spurring the industry forward and encouraging advancements in cheaper, accessible sustainable materials—a vital goal for achieving comprehensive sustainability.
Christiansen expressed optimism that increasing the demand for sustainable materials might encourage manufacturers to innovate. He said, "If we lead the way, we hope this will eventually result in new or more affordable materials for fulfilling our sustainability targets by 2032."
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