Among its social responsibilities today, business is expected to step up and take action to address environmental challenges, like climate change, unsustainable consumption and increasing emission levels, among many others. IKEA, the Swedish manufacturer of durable furniture at affordable prices, is deeply focused on sustainability and its ambition is to become a circular company by 2030, in which all of its products are designed from the beginning to be repurposed, repaired, reused, resold and recycled.

IKEA was looking for a way to share its commitment to sustainable corporate practices, to inspire people to live sustainably and to lead a transformational change in the business community toward sustainability as a core business focus. To demonstrate IKEA’s values and bring these objectives to life, we helped our client do something radical, on an unprecedented global scale: IKEA started buying customer’s unwanted furniture back that could then be resold at a lower price or recycled. By making sustainable living simpler and more accessible, this new initiative, IKEA’s Buy Back, would help customers take a stand against excessive consumption.