ABOUT

Consumers want to see brands take real action. Token gestures are scorned. Brands must demonstrate their values and make an impact on the world.
IKEA’s statement about sustainability would have to be backed with iconic action. A one market stunt would accomplish nothing. They had to think bigger.

On Black Friday – a day of excessive consumption - IKEA did something radical, at an unprecedented global scale...

It started buying customer’s furniture back.

In 20 countries all over the world, from Black Friday onwards, IKEA customers could return their unwanted furniture to stores, in exchange for up to 50% of its original value. The second-hand furniture was then fixed up, displayed in-store and sold on to other customers at reduced prices. Any unsold furniture could be donated to charity or recycled, ensuring that nothing went into landfill.

(Activity built on relatively unknown local pilots in Canada and Australia).