Lego : Sürdürülebilir Gelecek Arayışında Bir Danimarka Marka Ütopyası

Yıl 2024, Cilt: 2 Sayı: 1, 43 - 54, 12.09.2024

Yeliz Kulalı Martin

Öz

Sürdürülebilirlik ve çevre konuları Kuzey Avrupa coğrafyasında yer alan devletlerin güçlü olduğu alanlardandır. Bu konularda lider olma hırsı ister istemez Nordik markaların politikalarına da yansımakta, birçok marka sürdürülebilirlik alanında öne çıkmaya çalışmaktadır. Danimarka markası olan Lego, günümüzde çocuklar için ürettiği renkli bloklarla tanınmaktadır ve belki de dünyanın en başarılı çocuk oyuncağı üreticisidir. Markanın başarısına gölge düşürecek şekilde üretilen Lego parçalarının hammaddesi kuruluşundan beri petroldür. Günümüz konjonktürü markayı daha sürdürülebilir bir malzeme bulma arayışına yönlendirmiştir. Gelecek nesillere daha sürdürülebilir bir gelecek bırakma hedefiyle Lego, bloklarını üretmede kullandığı plastikler yerine alternatif arayışlara girmiştir. Özellikle 2021 yılında öne sürdüğü pet şişelerin geri dönüşümüyle elde edilebilecek Lego parçaları projesi dünyada ses getirmiştir. Ancak harcanan binlerce avro ve yüzlerce test sonrasında, 2023 yılında marka, bunun imkânsız olduğuna kanaat getirmiştir. Bu durum markanın itibarı ve başarısını zedelemiştir. Bu çalışma öncelikle Nordik devletlerden Danimarka’nın genel sürdürülebilirlik ve çevre politikalarına odaklandıktan sonra, bir Nordik şirketi olan Lego’nun sürdürülebilirlik hedeflerini açıklamaya çalışmaktadır. Çocuk hakları, çocukların eğitimi, WWF ve UNICEF ile yaptığı işbirliği çalışmalarıyla dünyada ses getiren Lego’nun sürdürülebilirlik konusunda katettiği yol ve global bir örnek olma potansiyeli öncelikli sorunsal olarak ele alınacaktır.

Anahtar Kelimeler

Lego, sürdürülebilirlik, İskandinavya, Danimarka, çevre

Lego : Utopie d’une Marque Danoise en Recherche d’un Futur Durable

Öz

La durabilité et l’environnement sont les domaines prioritaires pour les États de l’Europe du Nord. L’ambition d’avoir le leadership sur ces sujets impactent les politiques des marques Nordiques et en conséquence plusieurs marques souhaitent être classées parmi les premiers. Lego, la marque Danoise, qui est connue aujourd’hui par les briques colorées produites pour les enfants, est considérée probablement le producteur du meilleur jouet au monde. Pourtant, l’essentiel des briques de Lego est du pétrole, ce qui cause des dommages a la réputation de la marque depuis sa fondation. La conjoncture actuelle oblige l’entreprise à trouver un matériel plus durable. Dans l’objectif de créer un avenir plus durable aux nouvelles générations, Lego a commencé les recherches des alternatives aux plastiques. Parmi elles, le projet de 2021 sur le recyclage des bouteilles en plastique pour finaliser ces recherches a eu surtout l’attention de tout le monde. Néanmoins, en 2023, la marque a annoncé que ce projet est non-réalisable après avoir dépensé des milliers d’euros et après avoir réalisé des centaines de tests. Cette situation a endommagé la réputation et le succès de la marque. Ce travail analysera en premier lieu les politiques générales du Danemark, l’un des États Nordiques, sur la durabilité et la protection de l’environnement. En second lieu, il vise à aborder les politiques de durabilité de Lego, l’une des marques Nordiques. Lego est connu par ses efforts sur la protection des droits des enfants, ses collaborations avec WWF et l’UNICEF, ses politiques d’éducation des enfants. Pourtant, la question principale va se concentrer surtout sur le potentiel d’être un exemple global et sur le parcours de Lego vers ses idéaux.

Anahtar Kelimeler

Lego, durabilité, l'environnement, Scandinavie, Danemark

Lego : Utopia of a Danish Brand in Search of a Sustainable Future

Öz

Sustainability and environment are matters in which the states located in the Northern Europe are strongly invested. The ambition to lead in these areas reflects inevitably on Nordic brands’ policies, many brands try to stand out in the sustainability domain. Lego, a Danish brand, is known for the coloured bricks produced for children and is probably the most successful children’s toy manufacturer. To tarnish the brand’s success, the raw material for the Lego parts has been petrol from the very first day. Today’s conjuncture has led the brand into the search of a more sustainable raw material. Aiming to achieve a more sustainable future for the generations to come, Lego has been looking for alternatives to replace the plastic used in the production of the bricks. The 2021 project that suggested making Lego parts from recycled plastic bottles has particularly risen interest worldwide. However, after thousands of euros spent and hundreds of tests, in 2023 the brand concluded that it was impossible to realise. This situation has damaged the reputation and the success of the brand. The present study first focuses on the general sustainability and environmental policies of Denmark among the Nordic states, and later tries to shed light on Lego’s, a Nordic company, targets concerning sustainability. Lego’s – a company whose work about children’s rights, children’s education, as well as its cooperation with WWF and UNICEF echoed worldwide – progress about sustainability and its potential as a global example will be discusses as the main problematic.

Anahtar Kelimeler

Lego, sustainability, environment, Denmark, Scandinavia

Kaynakça

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