Recently Lego has put an end to its partnership with the corporation of Shell. This was the result of Greenpeace launching a campaign exploiting the reckless operating of Shell, in search for Arctic oil. With a powerful video and petition Greenpeace was successful in getting Lego to sever ties with Shell which have lasted for decades.

                        

This move on Lego’s part showcases the value Lego places on being seen as a socially corporate responsible firm.  Lego has stated the corporation is “determined to leave a positive impact on society and the planet that children will inherit”.  However Lego’s actions don’t exemplify actual social corporate responsibility.

I believe that Lego is not truly a believer on solving environment issues, nor are they troubled with the possible destruction of the Arctic. Lego has dissociated themselves from Shell based on the negative media attention they were receiving due to the campaigns. This doesn’t make Lego a company concerned in the environment but rather concerned about maximizing profits. This idea relates to Milton Friedman’s theory of a business’s social responsibility is to increase profits. Lego has weighted the options of remaining in a partnership with Shell and has decided the benefits from ending this partnership will prove to be more profitable. The negative backlash most likely outweighs the profits earned from the Shell deal and as a bonus Lego is seen as a corporation concerned by environmental issues and sustainability.

Sources:

Article: http://online.wsj.com/articles/lego-to-end-shell-collaboration-after-greenpeace-campaign-1412845373

Images: http://brickset.com/sets/list-416

https://act.greenpeace.org/ea-action/action?ea.client.id=1844&ea.campaign.id=29950