Fewer buzzwords, more caution: Lego updates its corporate language
Danish toy giant Lego has quietly removed references to “diversity,” “LGBTQ,” and “inclusion” from its latest annual and sustainability reports—marking a significant shift in how the company communicates its values amid a changing political and regulatory climate, particularly in the United States.
The absence of these terms, once prominently featured in Lego’s corporate messaging, was first reported by Finans.dk and confirmed by Danish public broadcaster DR. Iben Schmidt, a business journalist for Finans, highlighted the stark contrast compared to previous years. “
Just a couple of years ago, Lego was proud to showcase its diversity and inclusion initiatives. Now, those words are completely gone,” he said in an interview with P1 Morgen.
Adjusting to new realities in USA
Experts suggest that the change in language may reflect a broader trend among multinational corporations adjusting their strategies in response to political shifts in the U.S. After Donald Trump began his second term as President, he signed a series of executive orders aimed at rolling back diversity-related initiatives, including those focused on ethnic minorities and LGBTQ+ rights.
“The new executive orders have created a climate where companies feel they must weigh every word carefully,” Schmidt explained. “We’re seeing a retreat from formerly celebrated values because the legal and reputational risks have changed.”
Wall Street firms such as Morgan Stanley have reportedly made similar changes, reducing their use of terms associated with DEI (diversity, equity, and inclusion) programs. According to Schmidt, businesses fear being accused of “reverse discrimination,” especially in talent programs targeting women or minorities.
Lego: still committed to inclusive goals—just with different wording
Lego declined to give a live interview but issued a written response to DR stating:
“Each year, we review and adapt our reporting to ensure it meets the latest requirements and reflects our plans and achievements. We also regularly update our policies.
We believe that the diverse backgrounds, perspectives, skills, and experiences of our colleagues are a strength and help us reach children around the world with LEGO play experiences.
We are fully committed to our diversity and inclusion initiatives and to creating a welcoming and inclusive workplace for all.”
Notably, what used to be presented as a “goal” of gender balance in leadership roles is now referred to more modestly as an “ambition,” according to Finans’ analysis.
Corporate language under pressure
The Danish business association Dansk Industri (DI) has also taken note of the shifting political winds and recently issued guidance for companies operating in the USA market. Instead of using charged terms like “diversity” and “inclusion,” DI recommends alternative language such as “employee engagement.”
“This is a form of strategic caution,” Schmidt explains. “Companies that have long promoted inclusion now find themselves navigating a new political terrain, especially if they have strong ties to the USA market.”
Although there is no legal restriction on the use of diversity-related terms in corporate reports, the fear of lawsuits or sanctions stemming from potential USA legislation is pushing firms to proactively adjust their communication.
From pride to prudence: a turning point?
Lego’s silent pivot away from diversity language may be one of the most visible signs that a corporate reckoning is underway. What was once seen as progressive branding is now, in some quarters, viewed as a liability.
While the company maintains that its commitment to inclusivity remains unchanged, its public messaging tells a more cautious story—mirroring a global shift that could redefine how businesses promote social values in an increasingly polarized landscape.
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