申論題

3. 請仔細閱讀以下樂高的個案資料，並回答下列問題：
                            LEGO: Leaving the Planet Better for Tomorrow’s Children
      The LEGO Group (TLG)’s social responsibility strategy is caring for the environment. Although
setting goals to reduce a company’s environmental footprint is pretty much mandatory these days, TLG
sees it as an extension of its mission. That is, TLG’s work to inspire children and help them achieve their
full potential through play applies to the children of tomorrow as much as to the children of today. And
TLG recognizes that for children of future generations to enjoy the fruits of its mission, they must inherit a planet with a healthy environment. As with the other components of its social responsibility code, TLG
has high standards for both itself and its suppliers when it comes to minimizing CO2 emissions waste, and pollution. It has also established goals for developing renewable energy and sustainable materials.
      Recently, TLG achieved a major environmental milestone when it announced that the first LEGO
pieces made from sustainable plant-based plastic will go on sale this year. Specifically, polyethylene—a
soft, durable, and flexible plastic with ethanol extracted from sugar can material—will be the sole plastic
used to make botanical elements such as leaves, bushes, and trees included in LEGO building sets. As a bioplastic, these pieces will also be recyclable and biodegradable.
      Until now, LEGO elements have always been made entirely from petroleum-based plastics. The first
bioplastic LEGO pieces to hit the shelves will comprise only about two percent of all LEGO elements
produced. However, this is a great first step in TLG’s ambitious commitment of making all LEGO bricks
using sustainable materials. To move toward this goal, TLG has joined forces with World Wide Fund for
Nature and the Bioplastic Feedstock Alliance to support and build demand for sustainably sourced plastic and ensure fully sustainable sourcing of raw materials for the bioplastics industry.
      Just a few years ago, TLG set a goal to achieve 100 percent sustainable materials in its bricks and
packaging by 2030. However, it recently moved its deadline for its goal for packaging materials forward to 2025. Already, 75 percent of the cardboard used in its packaging comes from recycled material.
Additionally, the company is focused on other environmental benefits that can be achieved through
innovations in packaging. For example, reducing the average size of a LEGO box by 14 percent over the past four years saved 7,000 tons of cardboard, in turn eliminating the need for 3,000 truckloads.
      When a major global corporation makes even a small social or environmental improvement, the scale of the company magnifies the impact. But TLG is not satisfied to achieve big impacts through small improvements. Can you imagine the impact of 700 million LEGO tires being made from bioplastic instead of oil-based plastic? TLG can. And TLG expects that the impact of such actions will not only result in direct benefits, they will be felt throughout the toy industry and beyond.
Source: Gary Armstrong, Philip Kotler, & Marc Oliver Opresnik (2020), Marketing: An Introduction, ed.,Pearson.