I have had the privilege of working with LEGO throughout my entire career at Advance. LEGO is also very conscious about their footprint, although the way they execute their purpose is a bit different. LEGO was invented to create system in kids’ play. First in wooden toys and later as the well-known bricks. This system-in-play supports motoric skills, spatial intelligence and playful learning. I’m convinced that these benefits and the potential it has for the kids (and kidults) of the world were discovered as the products were matured. Today LEGO has expanded this to support kids’ development through play in a wide range of initiatives through the LEGO Foundation, Kirkbi investments, and the Sesame Workshop.
These companies consciously do these initiatives via their daily operations - on purpose so to speak. It’s not just a communication exercise talking about intentions; it’s inherent in what they do and how they operate.
You may argue that LEGO and Grundfos are both privately held companies and therefore have a longer perspective on investments and profit. That’s absolutely true. But in the future, more and more customers, employees and investors will be asking for a relevant and credible purpose, no matter how the company is owned.
As a communication person, I love the idea that the media landscape, transparency and globalization are putting pressure on brands and companies to stop pretending and overselling themselves and what that they do. And this is just the beginning. I’m convinced that we, as an industry need to help companies navigate the coming years and stay true to their DNA and their core purpose, rather than trying to be something they are not.
I, for one, look forward to this!