The LEGO Group is behind a series of initiatives that will contribute to mainstreaming sustainability for preteens; this includes engaging and educating them on the environment. Building from its overall commitment to the environment, the company is putting much effort into empowering the new generation to act upon pressing environmental issues.
For decades, LEGO has been a brand that children love, and now it hopes to leverage that goodwill to inculcate values of sustainability in young minds. Indeed, these initiatives are specifically designed to make the concept of sustainability both accessible and engaging for preteens and to get them thinking about environmental challenges and exploring solutions. That is what including sustainability in play is intended to do at LEGO: prepare kids to grow up and take responsibility.
The main approach of LEGO includes educational materials and activities to teach children the issues of sustainability. The resources should be fun and informational so that the children may learn and develop their attitudes toward solving environmental problems while playing creatively. Nowadays, LEGO playsets include elements related to sustainable practices, such as renewable sources of energy or recycling.
Apart from the educational tools, new products launched by LEGO are made of sustainable materials. It is trying hard to reduce its impact on the environment by replacing traditional plastic bricks with plant-based or recycled material bricks. This shift does not show the commitment of LEGO towards sustainability but also sets a good example for the children who are taught to learn the benefits of using eco-friendly products.
Sustainability at LEGO extends into the corporate level as well. The company has implemented numerous environmentally responsible policies, which include reducing carbon emissions and minimizing waste in their production processes. This is part of a larger strategy to become carbon neutral by 2030, really showing the company’s concern toward the environment.
Sustainability is a strand that today resonates more than ever, considering the many challenges regarding environmental degradation that are cropping up with unprecedented frequency. By focusing on the preteen age group, LEGO reaches an age where lifelong habits and values are just being formulated. The objective is to inspire young people to become advocates for sustainability in their private lives and professional careers.
In sum, the LEGO Group’s efforts at involving preteens in sustainable activities are monumental strides to environmental education. Play, incorporated with learning, is a technique that LEGO has stood for in growing a generation more sensitive to the implications of human activities on the planet. While the company continues to look for new means of pushing its agenda in sustainability down the line, it will continually set the pace for what businesses can do to have a better future.
Source: LEGO Group