Case Analysis – What you can learn from LEGO's sustainable innovations

We're seeing more and more frontrunners demonstrating that sustainability isn't just achievable, but can also be practical, smart, and inspiring. That's why we're proud to introduce our new series: Case Analysis. In this series, we'll look at companies that are already making a positive impact today. What are they doing well? What choices are they making? And above all: what can you, as an SME, learn from this and how can you apply it yourself?

We kick off the series with a company that inspires millions of children worldwide: LEGO.

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Why LEGO?

LEGO invests not only in creativity but also in a more sustainable future. The company is strongly committed to increasing the use of sustainable materials in its products. By 2025, LEGO will have achieved the goal of producing more than 50% of its LEGO bricks using renewable and recycled materials. These figures can be found in the LEGO 2025 Sustainability Report. They focus on:

• Little to no waste by 2032
• Net zero emissions across the entire value chain by 2050
• Reduce CO₂ emissions by 37% by 2032
• Research into sustainable materials, compared to 2019 levels
• Reduction of CO₂ emissions across the value chain,
• Sustainable packaging,
• Scalable innovations.

And there's a good reason for that: LEGO produces billions of bricks annually. Every improvement has a huge impact.

In this case analysis, we'll show you what LEGO does, why it works, and how you can apply it in practice within your SME. What is LEGO doing in the area of ​​sustainability?

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Major investments in sustainable materials

LEGO invested a substantial €135 million in a Sustainable Materials Center in Denmark. The mission: to find sustainable alternatives for the materials in LEGO bricks and packaging.

Key principles:

• materials must offer the same safety, quality, and play experience;
• alternatives must have sustainable or bio-based sources;
• the innovation must be applicable on a large scale.

Although LEGO uses some of the recycled and renewable materials directly in the production of bricks, the majority is purchased using a so-called mass balance method. This means that suppliers mix sustainable and fossil-based raw materials during the production process.

Consider renewable sources such as used cooking oil or vegetable oil. The supplier tracks precisely how many sustainable raw materials have been added and issues certificates confirming the volume of renewable materials LEGO purchases.

In 2025, LEGO expanded the mass balance method to 60% of all purchased materials, an increase from 47% in 2024. In addition, 4% of the sustainable materials were purchased directly. Together, this results in an estimated average of 52% renewable and recycled materials.

The company also announced that it would use fewer new fossil fuels in 2025 than in 2022, while revenue grew by 29% over the same period.

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Transparency and clear objectives

LEGO's goal is clear:

By 2030, all materials must be sustainable.

This doesn't mean they want to replace plastics. They want to find more sustainable sources to replace current oil-based raw materials. LEGO is actively collaborating with companies, universities, and research institutes to test and develop these new materials.

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Why does this approach work so well?

LEGO's strategy has three strong elements that every SME can use:

1. They think in concrete, achievable steps.

You don't have to do it all at once. First invest, then test, then scale.

2. They involve partners and experts.

You don't have to do it alone. Collaboration accelerates development and makes solutions more affordable.

3. Goals are clear and measurable.

A clear goal is motivating and provides direction, both internally and externally.

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What can you learn from this?

Sustainability doesn't have to start big or complicated. You can take steps using the same principles as LEGO, but at a scale that suits your business.

Here are four practical lessons:

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1. Start with insight: where is your greatest impact?

Many entrepreneurs don't know exactly:

• where their carbon footprint comes from,
• which materials have the greatest impact on the environment,
• or where in the supply chain the most profit can be achieved.

➡️ With the impact scan you gain insight into your company's impact in minutes. When you know where you stand, you can make informed decisions.

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2. Experiment and test on a small scale

Just like LEGO tests new materials, you can also start small:

• test a sustainable alternative with one supplier;
• start with a pilot for sustainable packaging;
• switch to a better material for one product;
• first replace 10% of your fleet with electric vehicles. Starting small makes it affordable and manageable.

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3. Involve your partners; you don't have to do it alone.

Collaboration makes sustainable entrepreneurship easier.

• Involve suppliers in your ambitions.
• Request more sustainable materials or packaging.
• Discuss CO₂ reduction targets.

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4. Set clear, achievable goals.

LEGO's strength: a clear goal for 2030.

You can also formulate such a guiding goal, for example:

• "By 2027, we will use 50% recycled materials."
• "We will reduce CO₂ emissions in our value chain by 30% by 2030."
• "Our entire fleet will be electric by 2032."

➡️ With our sustainability strategy you make these goals concrete, measurable and realistic.

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How to apply LEGO's approach directly to your business

Here's a practical step-by-step approach you can start today:

Map your impact

Use the Impact Scan to discover where you can improve.

Choose one focus area

For example, material use, energy, waste, or transport.

Start a small test

Try a sustainable alternative with one supplier or product line.

Involve stakeholders

Involving employees, suppliers, and partners ensures success.

Set a clear goal

Make it concrete: what do you want to achieve in 1, 3, and 5 years?

Measure and improve continuously

Just like LEGO: test, learn, and scale.

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Sustainability starts with small steps, LEGO shows how

LEGO proves that innovation and sustainability can go hand in hand. Their approach is inspiring, but especially applicable to SMEs. By creating insight, starting small, and setting clear goals, you'll take steps that will benefit both your company and the world.

Ready to take your first step?

Discover where the greatest opportunities lie for your SME and get started today.

👉 Book a demo

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