Is Lego ethical and sustainable?
Lego has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 4 Nordic markets.
Is Lego ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Lego ranks #5 in Denmark in 2026, its strongest of 4 markets. A lower number is better.
Key takeaways
- Strongest market today: Denmark at 5th (2026).
- All-time best result: 2nd in Denmark (2022).
- Biggest year-over-year improvement in Finland: moved up 10 positions from 2025 to 2026.
- Measured for 11 years (2016–2026) across 4 markets.
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Lego's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2016–2026.
🇫🇮Lego in Finland
Hobby & Leisure| Year | Rank in Finland |
|---|---|
| 2024 | #99 |
| 2025 | #99 |
| 2026 | #89 |
🇩🇰Lego in Denmark
Hobby & Leisure| Year | Rank in Denmark |
|---|---|
| 2016 | #3 |
| 2018 | #6 |
| 2019 | #4 |
| 2020 | #3 |
| 2021 | #3 |
| 2022 | #2 |
| 2023 | #3 |
| 2024 | #7 |
| 2025 | #3 |
| 2026 | #5 |
🇳🇴Lego in Norway
Hobby & Leisure| Year | Rank in Norway |
|---|---|
| 2024 | #37 |
| 2025 | #37 |
| 2026 | #30 |
🇸🇪Lego in Sweden
Hobby & Leisure| Year | Rank in Sweden |
|---|---|
| 2024 | #111 |
| 2025 | #76 |
| 2026 | #80 |
Want to know what's behind Lego's ranking?
The full brand report shows your sustainability score, what's driving it, how you compare to competitors, and where you're exposed – with 16 years of trend data.
Questions about Lego
Is Lego a sustainable brand?
Lego has been measured by the Sustainable Brand Index since 2016. Most recent rankings: Finland #89 (2026); Denmark #5 (2026); Norway #30 (2026); Sweden #80 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Lego ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Lego ranks #5 in Denmark in 2026, its strongest of 4 markets. A lower number is better.
How sustainable is Lego in Finland?
In Finland, Lego ranks #89 in 2026 (industry: Hobby & Leisure). Its best position was #89 in 2026.
How sustainable is Lego in Denmark?
In Denmark, Lego ranks #5 in 2026 (industry: Hobby & Leisure). Its best position was #2 in 2022.
How sustainable is Lego in Norway?
In Norway, Lego ranks #30 in 2026 (industry: Hobby & Leisure). Its best position was #30 in 2026.
How sustainable is Lego in Sweden?
In Sweden, Lego ranks #80 in 2026 (industry: Hobby & Leisure). Its best position was #76 in 2025.
Where does this data on Lego come from?
From the Sustainable Brand Index, an independent consumer study run by SB Insight since 2011, with more than 80,000 interviews a year in Finland, Denmark, Norway, Sweden and the Netherlands.
Source: Sustainable Brand Index 2026, SB Insight.
About the ranking
The Sustainable Brand Index measures how consumers perceive a brand's sustainability – both environmental and social responsibility. Rankings are based on annual surveys of more than 80,000 consumers across Finland, Denmark, Norway, Sweden and the Netherlands. Brands are ranked within their industry and country.
Read the full methodology →