LEGO Quietly Drops DEI Language from Sustainability Report
LEGO has removed references to diversity, equity and inclusion (DEI) from its 2024 sustainability report, despite continuing to promote inclusive characters in its toy ranges.
The Danish toymaker’s latest annual statement makes no mention of terms such as “diversity”, “LGBTQ+” or “people of colour” — terminology that featured prominently in the 2023 report, including in remarks by CEO Niels Christiansen.
The company has said the move does not reflect any change in its internal policies or values.
“Every year we review and adapt our reporting to ensure it complies with latest requirements and reflects our plans and results,” a LEGO spokesperson has said.
“The 2024 sustainability statement does not represent a change in our ongoing approach to diversity and inclusion.”
Despite the omissions, the document does highlight the company’s gender representation at director level, noting a current split of 57.9% male to 41.9% female, with a target of 57% to 43% in 2025.
For the first time, however, it also emphasises that “appointments are made on merit” — a phrase echoing language used in recent US government statements.
Pressure from US politics
LEGO’s move appears to reflect a broader trend of European companies recalibrating their public positioning on DEI initiatives in response to political pressure from the US.
Reports have surfaced that several EU-based firms have received letters from US representatives stating that the rollback on diversity programmes under the Trump administration extends to any international business dealing with the US market.
Although LEGO is headquartered in Denmark, the US remains a critical market for the company — both commercially and in terms of regulatory influence.
The company has made significant investments in diversity-related products in recent years, including playsets featuring characters with prosthetic limbs, hearing aids and skin conditions such as vitiligo. Its latest sets include minifigures wearing sunflower lanyards, used to indicate hidden disabilities.
At the time of that product launch, Chief Diversity & Inclusion Officer Lauren von Stackelberg described LEGO’s commitment as deeply embedded in its operations.
“We are working to embed diversity and inclusion in everything we do,” she said.
Investor concerns mounting
The shift in language has raised concerns among investors and sustainability advocates who see transparency on DEI as a key part of ESG reporting.
Louise Eldridge, Head of Good Work at the responsible investment group ShareAction, criticised the change.
“Removing references to diversity and inclusion from company reports sends a concerning signal to investors,” she says.
LEGO’s diversity page remains active on its corporate website, listing various initiatives that promote inclusivity across its workforce and product design.
But the retreat from using such terminology in formal reporting could signal a more cautious public-facing stance in response to geopolitical pressures.
As ESG reporting comes under increased scrutiny from both political and investor audiences, companies like LEGO are finding themselves balancing commitments to social values with a need to navigate shifting regulatory and market realities.
Whether this marks a permanent pivot or a temporary recalibration remains to be seen.
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand
