IKEA, make climate-friendly choices easy

It shouldn't just be easy to shop, it should also be easy to choose well. As a business who value sustainability we therefore want to suggest IKEA to give your customers a friendly nudge in the right direction. Make sustainable choices easy - put climate labels and lifetime energy costs on your products.

Consumers know the climate impacts of their decisions on food and transportation pretty well. But how for example does a kitchen differ from another? IKEA customers don't have time to conduct life-cycle assessments. And they don't have time to do math in the store, so many customers don't look at the benefits of energy efficiency.

We don't have time for that.

Therefore, we ask IKEA to continue to be an innovative leader in retail. Use the behavioural science of nudging to implement effective climate labels and communicate lifetime energy costs. Nudging is a method within behavioral science. A nudge is helping people to act the way they actually want but often can't due to how our brains work. By making small changes to the environments in which we choose, we can help the brain instead of demanding too much from it.

For example, using smileys is a good way to label smart choices. A set of climate smileys can make CO2 numbers easier to understand. And in studies both in Norway and the UK, appliance stores wanted to nudge customers into choosing energy-efficient tumblers. By calculating what more than a decade of use would amount to in electricity costs, they did so by helping customers look past the price tag.

Climate labels and lifetime energy costs would make it much easier for IKEA's customers to shop climate friendly. And IKEA's global scale of course means that there is potential for immense, crucial emissions reductions.

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5 comments

Alice Strand
4 months ago

An IKEA Spokesperson said, ‘At IKEA caring for people and the planet is one of our core values and guides us in how we work. With this in mind we have made a number of commitments to ensure that the way we operate has the best possible impact on the people and the planet. By 2030, our ambition is to be a circular business built on clean renewable energy and regenerative resources. Sustainability is one of the five key principles that we consider when approaching product design. Examples of this include, the HAVSTA storage range which uses wood from sustainably managed forests, and the KUNGSBCKA kitchen door which is made from recycled wood and covered with plastic foil made from recycled PET bottles. In addition to this in February 2019 IKEA Greenwich opened as the UK’s leading sustainable store. The building itself includes features such as solar panels and rain water harvesting which has contributed to IKEA Greenwich being awarded BREEAM outstanding, with it being only the second retail unit in the world to receive a BREEAM Post-Construction sustainability rating of over 90%. IKEA Greenwich also includes features such as a learning lab, offering workshops to encourage customers to upcycle furniture to extend its life.’

Alice Strand
5 months ago

Thank you for your campaign and congratulations on reaching the next level. A message has been sent to the recipient.

Denys Zarubin
5 months ago

Good idea!

Anette Nordvall
5 months ago

Toppen presentation!!

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