LEGO Canada

Not only is oil a factor that contributes to water pollution, but garbage is also. 14 billion pounds of garbage, mainly plastic, is deposited into the ocean per year, and only one to two percent of plastic is recycled out of the 10.5 million tons of plastic America alone produces each year. There is so much waste in the oceans that the title Garbage Patch has been given to

assuage any guilt they might feel about consuming mass quantities of unnecessary, disposable goods by dutifully tossing these items into their recycling bins and hauling them out to the curb each week”. (Westervelt, Amy. "Can Recycling Be Bad for the Environment?" Forbes. Forbes Magazine, 25 Apr. 2012. Web. 5 Dec. 2015). So why is the reason that companies are starting to “Go Green”? Its clearly obvious that the change in America from an industrial country to a environmental country has taught big business how to market environmentalism in mass quantities of their product. The strategy of the consumption-environment mindset are increasing rapidly. If this trend of buying without thinking does not slow down, with problems like not shifting priority from consumption to being environmentally aware, things will certainly worsen. On the topic of green marketing, people often see that green marketing refers to the advertising of objects or products with environmental characteristics to them (Like the Nestle bottle, for example). Terms like “Environmentally Friendly”, “Refillable”, and “Recyclable”, are some of the things people associate with green marketing. In reality

Recycling is presently one of the most controversial topics, considering that while most individuals put across their support regarding the act the number of individuals who actually do something in order to recycle is much smaller. Many people are currently unable or unwilling to recycle properly because the process often requires a series of changes in one's life. It is thus essential for the authorities to provide educational programs meant to assist individuals in understanding why recycling is important and in learning how to recycle effectively. People need to accept the fact that the benefits of recycling will reflect on the future and that conditions are currently critical as a result of the fact that the masses are generally unacquainted with the importance of this process.

As of January 1, 2003, the Canadian city of Toronto, Ontario started to ship one hundred percent of its garbage into the landfills of Michigan.  In 2003, Toronto exported garbage at a

Over the few years, humans have discarded millions of tons of garbage into the oceans. Ever wonder where the cup you threw out this morning will end up? Or the plastic spoon you used for lunch? How about the cap of a water bottle? The calamitous plastic ends up in the water, taking thousands of years to decompose. The consumption of plastic by the marine life is perilous and the leading cause of death for life on shore.

Currently, 300 million tons of plastic are manufactured to supply the world demand and between 5 and 13 million tons are found in the ocean (Katsnelson, 2015). Based on current trends, by 2050, 2,000 million tons of plastic will be manufactured to supply the worlds demand for plastic, meaning more pollution in the oceans (Vaughan, 2016, May 23). As Richard Thompson has stated, “While some of the plastic floats at the surface, the heavier pieces sink to the ocean floor making it hard to clean up the waste” (Katsnelson, 2015). Some of the waste comes from fishing materials or cargo ships. For example, fishing nets, buoys and other debris that is left behind from fishermen lead to the

“Around 260 million tons of plastic is produced every year, approximately 10% of this ends up in oceans. This litter is frequently consumed, often with fatal effects, by marine animals and birds who mistake it for food. The Trash Vortex of the Northern Pacific ocean is a patch the size of Texas consisting of trillions of pieces of decomposing plastic.” (Geer) Water pollution often directly correlates with other natural recourses that is being harmed by the same

 The garbage dumped in the ocean every year is roughly around 14 billion pounds. Plastic is the major constituent.

For my investigation, I have chosen to look at the difference in recycling between Wales and Germany. I have chosen this topic because it’s important not to forget recycling as an important way of life to improve the quality of life for our future generations and to conserve our natural resources.

Lego President and CEO Jørgen Vig Knudstorp was surprised when Greenpeace activists, in an attempt to stop Arctic drilling, mounted a campaign criticizing his popular toy company for its cobranding relationship with Shell Oil. At first, Knudstorp and his executive team at Lego headquarters in Billund Denmark didn’t quite understand Greenpeace’s criticism. Was the criticism justified? Why didn’t Greenpeace tackle Shell directly? Would Greenpeace’s campaign be taken seriously or would it simply fade away? As Greenpeace beefed up its efforts through social media, Lego’s top management was left wondering how to respond to Greenpeace or whether they should respond at all. And more importantly, executives didn’t know whether Lego should continue its business relationship with Shell.

of the Great Pacific Garbage Patch, the exact size remains unknown. In addition, Doucette warns us that this patch contains more than ten million tons of waste. She describes the area to be a “fetid swamp of debris where tiny bits of decaying plastic outweigh zooplankton- one of the most prolific and abundant organisms on the planet- by a ration of six-to-one”(Doucette). It is now apparent that the amount of plastic particles residing in our oceans is damaging the natural habit and this trash is not going anywhere. Due to the currents in the ocean, plastic particles are

Our corner of the market is the environmentally conscious families and individuals who are seeking to expand their consciousness to all aspects of life. We are locally produced and locally sold which also appeals to consumers who wish to support the local economy. Our company falls below the big box stores in the hierarchy of the toy business, but our “green” products set us apart from the generic competitors, and our local storefront provides an accessibility not present in our online competitors.

As their name and ideal, Lego has been beloved by the children as well as the parents for decades. Not only as plastic toy bricks, but also effective educational tools, the LEGO Company enjoyed continuous growth and broaden the global brand value. The LEGO brand moved to third place in 2002/2003 with only Coca-cola and Kellogg having greater respect among families with children. Even though as the overall toy market faces challenges, LEGO’s revenue and profits are increasing rapidly, especially since 2005. This profitability didn’t change even in the current recession in the global market. The LEGO Group achieved record-breaking profits in

As mentioned previously, while the benefits of plastic and packaging alike are evident in everyday life, there are in fact drawbacks when concerning disposal. The World Economic Forum states, “Today, 95%, or $80-140 billion annually, is lost to the economy after first time use.” The study goes on to explain, that after 40 years since the first universal recycling symbol, only 14% of plastic packaging is actually collected for proper recycling. Also, concerning business to consumer focuses, the study reports that many plastic uses are single use only and are left with no other options, but to be disposed of in

Through involvement in philanthropic activities it will attribute positively to the company’s image and regard amongst varied publics, it will also have increased respect within the community and a stronger desired brand position (Kotler and Lee, 2005:147). Using Asda to distribute the product, the LEGO Group will be communicating to a large and diverse demographic, this establishing relationships outside their normal target audience, thus leading to “national attention and goodwill for the brand” (Kotler and Lee, 2005:152). According to Peattie (1992) organisations can create competitive advantage by going green. However the LEGO Group do not market their green credentials. On product packaging there is no evidence of any CSR through the use of Eco labelling schemes or stating what recycled materials it is made from( See appendix 4). This could be a key area to communicate, as consumers are now changing their spending habits, feeling they have an active part in solving environmental problems by recycling and choosing eco-friendly products (Rokka & Uusitalo, 2008).It has been highlighted in their CSR Report that they plan to use only FSC certified fibres within packaging, if this is fulfilled it will then allow the usage of the FSC logo on packaging, being a third party assessment it has greater credibility within the consumers mind (D’Souza, 2004)