The LEGO Group regains number one spot in Global Corporate Responsibility Study

This year the LEGO Group has been ranked as having the best reputation for corporate responsibility around the world.

Each year, the Reputation Institute measures the perceptions of more than 140 companies’ corporate responsibility, in the Global Corporate Responsibility Study. Last year, the LEGO Group slipped to the number two spot after being ranked as number one in 2017 – in 2019, the Danish company is back on top.

The measures are perceptions of Citizenship, Governance and Workplace, and Environmental, Social and Governance (ESG) credentials, based on a sample size of 230,000 individuals from 15 ‘leading economies’.

“The LEGO Group is a great example of a company that is committed to delivering on corporate responsibility and realizing strong business results by doing the right thing,” says Kasper Nielsen, Chief Strategy Officer at Reputation Institute. “The core strength in corporate responsibility translates into 57% of consumers saying they would definitely buy The LEGO Group’s products — which is a net 13.7 percentage points higher than the CR RepTrak 100 average.”

“We are humbled that people recognize our efforts to create a better world for future generations,” says Niels Christiansen, CEO, The LEGO Group. “Our mission is to inspire and develop the builders of tomorrow. We do this through play which gives children skills to imagine and build a brighter future. And we do it through working hard to have a positive impact on the environment and our communities.”

Here is the full top ten companies ranked for corporate responsibility:
1. The LEGO Group
2. Natura
3. Microsoft
4. Google
5. The Walt Disney Company
7. Havaianas
8. Intel
9. Lavazza
10. IKEA

The LEGO Group recently launched the Rebuild the World marketing campaign.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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