October 9, 2014

expert reaction to Lego’s decision to end its partnership with Shell

The toy maker Lego will not be renewing its marketing contract with the energy company Shell, following a campaign from Greenpeace.

Prof Mark Maslin, Professor of Climatology at University College London

“I am extremely glad that Lego has decided to cease it partnership with Shell as the two present very different views of the world. Lego is an inspirational toy which allows children and adults to build almost anything and in doing so envisage different whole new worlds every time. Shell on the other hand represents the old fossil fuel industry and the way we have fuelled development over the last 100 years.

“What we need is new visions of our future which do not involve burning fossil fuels so we can prevent the worst effects of climate change. If Lego can move away from fossil fuels and so can Universities, maybe there is a chance that Pension companies and ultimately countries will stop investing and subsidising dirty energy. Never underestimate the power of an icon such as Lego to inspire people to change the world.  Slow and sensible is not going to save the world and prevent the the increased misery of billions of people.”

Dr Simon Lewis, Reader in Global Change Science at University College London, said:

“To avoid the most serious impacts of climate change most of the known fossil fuel reserves can’t be used. That puts companies like Shell in a difficult position, as their value is linked to their ability to find and exploit reserves. They need a public relations fix.

“The success of the Greenpeace campaign breaking the link between Lego and Shell shows that there is widespread public discomfort at the way fossil fuel companies try to get their ‘don’t worry about the future’ message across by linking to other brands. This is a very positive development, as in my view society is better served by more transparency and less PR smoke and mirrors.”

Dr John Broderick, Energy and Climate Researcher in the School of Mechanical, Aerospace and Civil Engineering at the University of Manchester, said:

“It is clear that to have a decent chance of meeting our international commitments to avoid dangerous climate change, the bulk of known fossil fuel reserves must remain underground.  To achieve this we will need to build a very different energy system, so it is entirely understandable that a company seeking to inspire children is questioning its historic collaborations.”

Prof Martin Blunt, Chair In Petroleum Engineering at Imperial College London, said:

“Lego is made out of plastic and the plastic is made from oil.  There would be no Lego without the oil industry, but there will still be an oil industry without Lego.”

Prof Chris Rapley, Professor of Climate Science at University College London, said:

“It is all too easy to demonise the oil companies, but demanding this kind of disengagement is just too simplistic.  It’s also hypocritical because we wouldn’t be able to live the lives we take for granted without the supply of energy these companies provide to us.

“We need a sensible balanced and intelligent debate with the oil industry in which we critique bad things they do and embrace the positives.  The people I talk to in the Shell “Scenarios” Team are bright, thoughtful people, trying to work out how to navigate a way forward to a better future – accepting that climate change is real, driven by humans and not likely to be a good thing.  It is scientists and engineers like these, not the activists, who in the end will deliver the alternatives to fossil fuels and are turning companies like Shell from oil companies into energy companies.

“10 out of 10 to campaigners like Greenpeace for wanting to provoke change.  0 out of 10 for this campaign, in my opinion, which might attract headlines and make them feel good, but does not address the real issues and will not deliver the changes we all need.”

Declared interests

Dr Lewis:

“I do not receive financial support from either Shell or Greenpeace.”

Prof Rapley:

“I have participated in Shell Scenarios team workshops on a couple of occasions and have received a commission and travel support each time.”

Dr Broderick:

“The majority of my external research funding comes from the Ofgem Low Carbon Network Fund, via Electricity Northwest.”

Prof Blunt:

“Shell provides financial support for my research at Imperial College London.”