Well-rounded principles / Ikea’s #BuybackFriday campaign for a more circular economy is no flash in the kitchen pan. Last year, the brand encouraged people in Denmark to buy its furniture secondhand on Black Friday, promoting responsible consumption on one of the biggest shopping days of the year. This year, however, the immense scale of the #BuybackFriday initiative, which takes place across all its stores in 27 countries, blows the previous campaign out of the water. It is a clear indication that Ikea has doubled down on its environmental principles and is keen to solidify its planet-focused position during this busy retail holiday. The company has already committed more than £2.9bn on measures to become carbon neutral by 2030.
Furniture foundation / Ikea’s environment-first mindset is an extension of its business foundation: ‘to create a better everyday life for the many people’. This has been the brand’s key principle since it was founded in 1943. In our 2018 Brand Spotlight piece, we examine how this mission came to form the bedrock for Ikea’s best advertising, too, replacing the brand’s previously quirky Nordic tone.
Ikea’s plan to minimise unnecessary waste and help sustainability efforts worldwide clearly link back to this promise. The #BuybackFriday scheme to find old furniture a new home is a clear articulation of a ‘better everyday life’, but also a reminder that the brand’s products are built to last. The vouchers also encourage people to spend in-store – what is good for the planet can also be good for business.
Green is the new black / This campaign also helps Ikea stand out amid the deluge of advertising on Black Friday, one of the most hectic days for marketers and consumers around the globe. People are inundated with deals, discounts and price promotions at this annual retail event. Therefore, Ikea’s campaign to encourage people to resell products and cut down on excessive consumption is likely to generate attention while appealing to more sustainability-minded consumers.
Read more about the ways brands are addressing people’s growing concern for the environment and navigating a world that wants less, not more, in our Consumption Crisis trend here.
