As I’m sure some of you know, the LEGO group is actively involved in efforts to research and develop new sustainable alternatives to the current materials used for manufacturing LEGO elements and packaging. This is a strategic priority following the recent announcement of the Sustainable Materials Centre which you can find out more about at http://www.lego.com/da-dk/aboutus/contact/sustainability-materials-centre
As part of these efforts, the company want to better understand the perceptions and preferences of customers, for instance what are the characteristics of the LEGO product that are most important to consumers, as well to understand consumer expectations for the sustainability of LEGO elements and packaging. To this end, they’ve asked Ambassadors to gather and collate feedback from their LUGs on some specific questions which you’ll find below.
If you’re happy to help out and have a few moments then please get back to me with your thoughts on the questions below, providing examples and as much detail as possible. Feel free to post responses on this thread, or if you’d prefer then e-mail me at [email protected]. The timeline is pretty tight - I need to get back to LEGO by the 30th of August - so if you’re planning to respond then please get your answers to me by midnight on August 29th in order to give me 24 hours to collate responses.
Questions as follows:
1. Please list what consumers can generally expect when a toy product is made of "sustainable materials". Kindly elaborate your answers and provide examples, if possible. The richer descriptions you provide, the more we know exactly what you mean! Please rank your list, indicating the most important to the least.
2. What characteristics of the LEGO experience are currently most important to consumers? For each characteristic, please describe exactly what it is about. The more explanation you provide, the better we understand your input. Again, please rank your list, indicating the most important to the least.
3. What characteristics of the LEGO experiences are relevant to consider when addressing "sustainable materials"? Rich descriptions and examples, please, and please rank your list, indicating the most important to the least.
4. Is there anything else you feel is important regarding Sustainable Materials that wasn´t covered in the questions above, that might help get a better view about the topic?
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