How Lego improved CSR with toy quality management system?

Corporate Social Responsibility (CSR) is a must for any toy brand that wants to achieve growth and avoid the costly implications of non compliance. A company that is testament to this fact is Lego. Last year the toy giant reported its highest revenue yet in its 85 year history, their profits rising 1.7% to 12.2bn kroner. This growth showcases the heights you can achieve through organizational commitment.

Global retail brands are increasingly wanting to partner with suppliers of children’s toys who can provide them with the appropriate environmental and social compliance.

Lego has been able to achieve their CSR goals through going above and beyond what any toy quality management system requires.

How have they done this?

Renewable energy.

In 2012 the toy company began investing in wind turbines to power their operations globally. As a result, in 2016 more than 360 gigawatt hours of energy was used by the LEGO Group to produce the more than 75 billion LEGO bricks sold around the world during the year. 

They initially had committed to making this transition by 2020, but they ended up meeting their target 3 years early! This is one great commitment to the realm of renewable energy.

Apart from this they are currently investing loads of money and time into finding alternatives to plastic for their famous building blocks.

As consumers increasingly dictate how manufacturers design and make toys, the power of adopting CSR and green initiatives as a part of your competitive strategy will have global results for your brand.

What do I mean by this?

The toy quality management system you choose to adopt will provide a framework for which CSR is able to be strategically implemented for your brand. Lego is a prime example of this. Whilst they are a children’s toy brand, they have committed fully to sourcing a more environmentally friendly plastic for their iconic plastic blocks. Even though they have not yet found a suitable alternative, their commitment and investment in trying to, puts them at the forefront of an initiative consumers the world over want to see and be a part of.
So I put the question to you…

How can your QMS leverage CSR for a globally competitive position?

Let’s take a bit of a deeper dive in…

A QMS framework is just that: A framework that has been created to ensure quality in all areas from management to products, to customers, to factory processes and environmental impact.

The ISO 14001:15 is the international standard used to navigate environmental impact and innovations.

What are the key benefits of complying with ISO 14001:15? 

• It demonstrates compliance with current regulatory requirements. 
• It increases leadership involvement and engagement of employees.
• It improves company reputation and the confidence of stakeholders through strategic communication.
• It achieves strategic business aims by incorporating environmental issues into its business management.
• It provides a competitive and financial advantage through improved efficiencies and reduced costs.
• It encourages better environmental performance of suppliers by integrating them into the organization’s business systems.

This system provides accountability and creates a platform for building sustainable relationships with your suppliers, as you work together to meet a set of global standards for your toy production.

How can your toy brand go about implementing ISO today?

We have outlined a stepped process which will help you prepare for compliance according to the environmental ISO 14001 framework for your brand;

• You will need to identify all aspects and environmental impacts of your organization’s activities
• If you have not established an environmental policy for your organization, you will need to go ahead and do this.
• You will need to formalize your environmental procedures and publish them in company manuals and company policy.
• You will need to bring the company into compliance with all legal requirements and mandatory regulations.
• You will need to get the confirmation of compliance by all stakeholders such as clients and legal authorities.
• Lastly, you will need to obtain a certification of your environmental management system by a registered third party.

ISO developed these frameworks in which brands are able to optimize their quality systems according to a set of international standards, by international standards it means that consumers can have confidence that their products are safe, reliable and of good quality. The ISO’s standards on road safety and toy safety regulations are just a few of those that help make the world a safer place.

As consumers today become increasingly aware of how their favorite brands are attaining goals that closely align with a global value system, it will be important to adopt a toy quality management system that increases your competitive position in the market place.

Do you have any questions around environmental auditing solutions? We will be pleased to answer them and help where we can.

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