Lego is sometimes an odd company. Their goals don't always align with profits. I have a feeling the ownership allows the direction a lot of leeway in sacrificin

Lego is sometimes an odd company. Their goals don't always align with profits. I have a feeling the ownership allows the direction a lot of leeway in sacrificing short term profits in order to satisfy their core values, one of which is sustainability. As for if this "should" be done. In Denmark we have a national mentality that says you should fix your own problems before you judge anyone else. So, without pressure to maximize profits, I think it's likely that they are only concerned with how to maximize the "green" value within their own company. In essence it's a very Danish thing to be so focused on yourself that you don't consider if it really matters.