IKEA leads market in sustainability

A recent GlobeScan market survey indicates that businesses could play a key role to make sustainable living a reality. One of the key findings of the study indicates that people have a strong desire to become healthier and more sustainable, but more affordable solutions are needed to help turn thoughts into action.

The study surveyed 27,000 people’s attitudes, opinions, and behaviours linked to enabling healthier and more sustainable lifestyles. The number one action that people want companies to take to enable sustainable living is to make more affordable products and services that are better for both the people and the environment (50%).

Results from the study also show that nearly three-quarters (74%) of people want to reduce their impact on the environment and nature by a large amount. People want to choose products that last longer (77%) and avoid disposable goods (59%).

A significant number of meat-eaters would be willing to switch to plant-based alternatives (41%) if it tastes equally good, has the same price and nutritional value. The younger generations are more likely to want to make changes.

IKEA has a big opportunity and responsibility to lead the way by making healthy and sustainable living affordable, attractive and accessible for the many people.

“These insights further confirm the importance of making sustainable products and services affordable and desirable. It shouldn’t be a luxury for the few. We will use our scale to inspire and enable the many people to live a better everyday life within the boundaries of the planet by 2030,” says Lena Pripp-Kovac, Chief Sustainability Officer at Inter IKEA Group.

The company has gone ahead and taken the lead to inspire and enable sustainable living. Examples of solutions include the plant ball Huvudroll, a more sustainable alternative to the iconic meatball, which has only 4% of the climate footprint of the meatball but the same taste and texture.

Another step in this direction was taken in September 2020 when IKEA announced that all non-rechargeable alkaline batteries will be removed from the global home furnishing range by October 2021.

The company has been encouraging designing products that allow for it to be repaired, repurposed, reused and recycled. The IKEA Circular Product Design Guide aims at making all its products and packing materials to be based on renewable or recycled materials by 2030.

It is offering/testing circular services that support people to acquire products (rent, share, buy second-hand), care for products (repair, upgrade, adapt), pass on products (return, sell, donate and recycle), and furniture leasing.

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