IKEA launches free sustainable ‘product’ range

Swedish furniture brand IKEA has launched a new campaign promoting a range of free ‘product’ ideas encouraging consumers to live more sustainably.

From upcycling empty jars to repurposing tins and making your own trellis, The Lagom Collection created by Proximity London features a series of inspirational ideas and tips on upcycling in the home and garden.

Inspired by the Lagom philosophy, which means ‘using just the right amount to live’, the collection demonstrates how simple changes can give pre-owned products a new lease of life.

Another suggested idea in the range is to reuse plastic bottles and baking trays as plant pots, which look like decent hacks in the imagery below.

“If you want to get consumers engaged in sustainability, then as a brand you have to meet them halfway and change your behaviour first,” said John Treacy, executive creative director at Proximity London.

Treacy also highlighted this is the first time IKEA has launched a campaign that isn’t trying to sell a product. Instead the work is meant to inspire its consumers to help make the world a better place. The work includes email and social elements.