#BrandsInFocus: The LEGO Group signalled a commitment to become more circular as a business by inspiring circular design

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23 Oct 2020

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When joining Ellen MacArthur Foundation, the LEGO Group signalled a commitment to become more circular as a business by inspiring circular design, expanding circular services & products, including researching new sustainable materials for LEGO elements.

#Brands4Sustainability: The LEGO Group’s bricks are passed down through generations. By 2030 the company wants to make its core products from sustainable sources while of course meeting its high standards for safety, quality and durability.

Brands have a role in positively influencing and nudging consumers towards more positive and sustainable behaviour. The LEGO Group’s Build the Change programme inspires children to learn about and share their ideas on sustainability through play #Brands4Consumers.

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(Source: The LEGO Group)

About AIM

AIM (Association des Industries de Marque) is the European Brands Association, which represents manufacturers of branded consumer goods in Europe on key issues that affect their ability to design, distribute and market their brands. AIM’s membership comprises 2,500 businesses ranging from SMEs to multinationals, directly or indirectly through its corporate and national association members.

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