IKEA is one of the most reliable household names. Originating from Sweden and having expanded to more than 60 countries, IKEA has transformed the global market of affordable furniture, delivering a range of homeware products to fit every style and budget. The brand’s multigenerational customer base has established IKEA as a trusted brand for first-time homeowners and long-time customers alike. Specifically, the brand’s convenience makes their products a staple for college students everywhere…but how does IKEA’s values align with the culture of current undergraduate classes?
Generation Z are not the only demographic concerned with protecting the planet, but the intersection of young adulthood and social media places them at the helm of the climate change discussion. Gen Z values and advocates for major corporations to adopt sustainable business practices, which is why brands like IKEA are taking consumer feedback and integrating conservationist practices into existing business models.
As a global brand, IKEA is influential to the international market. IKEA’s greatest claim to fame amongst the rise in sustainable movements from corporations over the past few decades has been its promise to be “climate positive” by the year 2030. But how can consumers follow along with IKEA’s developing climate-consciousness? How will this sustainability push affect the brand’s production? And what does “climate positive” mean, exactly? Many consumers don’t know where to look for answers to questions like these. Simply typing these inquiries into a search engine doesn’t usually provide detailed or thoroughly fact-checked answers. In this investigation of IKEA’s climate positive promise, I decided to begin at the source–IKEA’s website.
(P.S. “Climate positive” means not only achieving net-zero carbon emissions, but going as far as removing additional carbon emissions to offset harmful carbon dioxide from the environment.)
In conducting primary research from IKEA’s website, it is clear that IKEA is committed to pursuing sustainability in a wide variety of forms. Their sustainability campaign is promoted through published articles and interactive tabs on the brand’s website, allowing IKEA to reach audiences who are curious about the company’s mission and are familiar with navigating the website.
On IKEA’s website, there is a page dedicated to sustainability. This page outlines overarching brand goals and the steps IKEA is taking to turn these long term aspirations into reality. As detailed on the website, IKEA is working to achieve 100% renewable energy use through on and off-site generation. In 2019, IKEA published an article outlining their goal of climate positivity, investing 200 million euros to expedite the process. As a part of their campaign, IKEA is striving to adopt a circular business model which addresses environmental concerns by reducing waste and investing in products with longer life cycles. But they don’t stop there–IKEA is considering sustainability in how the company sources wood and cotton, partners with organizations like the Rainforest Alliance and Fair Trade and even increasing the plant-based food options offered in stores. The article concludes with a list of subpages with extensive information about IKEA’s policies and progress they’ve made towards missions surrounding biodiversity to human rights.
When researching brand values and initiatives, it’s important to read beyond embellished phrasing and identify legitimate, quantifiable information. The clear, yet personal tone of IKEAs website effectively presents their plans to contribute to environmental conservation to their audience in a way that evades performative publicity and underscores their genuine commitment to each aspect of their mission. As IKEA continues on the path to climate positivity, they continue to successfully communicate the ways in which they’re evolving to reflect the modern values of their company and customers.
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