Case studies

In 2014, the LEGO Group announced that it would be joining the WWF (World Wide Fund for Nature), an organization that focuses on preserving wilderness and reducing human impact on the environment. Since joining, the LEGO Group has been able to meet all of its goals and objectives, including:

• "Balancing 100% of energy use with renewable sources through investing DKK 6 billion in two offshore wind farms" ("LEGO's Efforts").

• "Research and development of more sustainable materials -including a DKK 1 billion commitment for materials R&D" ("LEGO's Efforts").

• "Improving energy efficiency of producing LEGO bricks by more than 12%" ("LEGO's Efforts").

According to State of Green, the LEGO Group only is accountable for around 10% of carbon emissions that come from LEGO factories and retail stores. The other 90% comes from outside sources, such as shipping, transportation, and distribution ("LEGO's Efforts").

In 2017, LEGO made the commitment to a 10% increase in carbon efficiency by 2020 and is working with suppliers to ensure they are honoring their pledge to reduce carbon emissions.  

Patagonia

Patagonia is an outdoor clothing and gear company that has pledged to reduce its carbon footprint throughout its production and distribution processes. Patagonia's website offers detailed information on the environmental and animal welfare responsibility programs they have created, as well as social responsibility programs, which focus on providing workers with safe, legal, and humane working conditions ("Our Footprint"). Patagonia's website also makes their suppliers and distributors public information which allows consumers to see where the clothing is sourced from. 

• Since 2014, Patagonia has offered clothing lines that include the Fair Trade line (clothing made using ethical trade and environmentally safe methods) and clothing made from 100% recyclable materials (Land 3).

• In 2016, Patagonia donated 100% of its Black Friday sales towards environmental causes (Land 2).

Patagonia's transparency with its buyers allows for trust and sets a benchmark for corporate/business accountability in eco-marketing efforts. By making their supply chain accessible and showcasing their ethical and environmental initiatives, Patagonia allows consumers to make informed choices that align with their values. These business practices have positioned the company as a leader in eco-marketing, emphasizing the importance of sustainability not just in product development but also in corporate ethics. (Land 2-3).

Apple and Samsung have both faced backlash for removing charging bricks from their smartphone packaging, a move that smartphone companies claim is environmentally motivated. However, critics argue that this decision is more about profit rather than sustainability, accusing these companies of greenwashing (claiming that a company's products are driven by eco-friendly initiatives solely for the purpose of appearing eco-conscious to the public). By not including chargers, they reduce manufacturing costs and packaging size while encouraging consumers to buy new chargers as a separate purchase, which may be generating additional revenue.

Apple, in particular, has been accused of pushing consumers towards its own charging system, such as the Magsafe charger, which requires purchasing a separate charging cable. At first, Samsung mocked Apple’s decision but soon copied Apple's actions, removing chargers from its smartphone packaging as well. This initiative has been criticized for not significantly reducing environmental harm, since the removal of the charger simply redirects customers to buy more accessories, such as wireless earbuds or specific charging bricks, which ultimately contributes to more waste ("Explained: Removing the Charger").

Despite these concerns, both companies highlight some sustainability initiatives, such as using recycled materials in their devices and committing to carbon-neutral goals. However, the decision to remove chargers from packaging is seen by many as a way to reduce costs and capitalize on sales rather than a genuine effort to combat environmental issues ("Explained: Removing the Charger").

Both LEGO and Patagonia demonstrate strong commitments to sustainability through transparency and effective eco-marketing strategies. LEGO’s investment in renewable energy and sustainable materials, along with its goal of increasing carbon efficiency, sets an example for other brands. Patagonia, with its Fair Trade lines and use of recyclable materials, emphasizes the importance of corporate ethics and sustainability, which leads to increased consumer trust through its transparent supply chain.

On the other hand, Apple and Samsung have been criticized for their decision to remove chargers from smartphone packaging, which many see as a profit-driven move disguised as an environmental initiative (greenwashing). This decision has raised concerns about greenwashing, as it encourages consumers to purchase more accessories while offering minimal environmental benefits. Despite their sustainability claims, these actions highlight the tension between genuine eco-efforts and corporate profit motives.

These examples highlight the importance of brands not only adopting eco-marketing initiatives but also establishing clear sustainability standards to ensure authenticity and long-term environmental impact. 

"Explained: Greenwashing — Why Removing Charger from Smartphone Boxes Is More Insidious Than People Think."
FirstPost, https://www.firstpost.com/tech/news-analysis/explained-greenwashing-why-removing-charger-from-smartphone-boxes-is-more-insidious-than-people-think-10690391.html.

Land, Gabby.
"Op-Ed: Patagonia Proves the Success of Sustainable Corporations." Michigan Journal of Economics, 22 Nov. 2023, https://sites.lsa.umich.edu/mje/2023/11/22/op-ed-patagonia-proves-the-success-of-sustainable-corporations.

"LEGO’s Efforts to Reduce Its Environmental Impact."
State of Green, 8 Aug. 2017, https://stateofgreen.com/en/news/legos-efforts-to-reduce-its-environmental-impact.

"Our Footprint."
Patagonia, https://www.patagonia.com/our-footprint/.