sustainability

IKEA Future-Proofs its Brand, From Meatless Meatballs to Wind Turbines

Posted by Sheila Shayon on May 1, 2014 02:27 PM

Swedish retailer IKEA sold 97.4 million meatballs last year, a mash-up of beef and pork which accounted for a hefty portion of 600,000 tons of carbon dioxide emissions. While amounting to only about 2% of the company’s overall carbon footprint, it’s still too much for the global brand that’s made a name for itself as delivering good design and function at affordable prices.

“We didn’t want to have 5% of our range 'green' and ignore the rest,” commented Steve Howard, IKEA’s chief sustainability officer, to Fast Company. “If we think of the challenge—society is using 1 ½ planets’ worth of resources every year, and on track for more—business as usual isn’t an option. Sustainability has to be in every product in every customer’s home. It shouldn’t be a luxury for the few.”

So IKEA is putting its money and corporate citizenship on the line, from reconstituted chicken and vegetarian meatballs to solar panels, assembling a bold and proactive sustainability program to ‘future-proof’ its brand.Continue reading...

sustainability

IKEA's Sustainable Initiatives Are Paying Off for the Retailer and the World

Posted by Barry Silverstein on February 18, 2014 10:57 AM

In October 2012, IKEA, the largest furniture retailer in the world, announced its "People and Planet Positive" initiative in an effort to make sustainability a household word.

In its just-released Sustainability Report for 2013, the Swedish company indicated it is well on its way to generating 70 percent of its energy from renewables by 2017 and becoming a 100 percent renewable energy company by 2020. That means IKEA will produce as much renewable energy as it will consume. Reaching this ambitious goal takes an investment of more than $2 billion in clean energy through 2015, with a big commitment to such alternative energy sources as solar and wind. 

Sustainability may be a big idea, but it also takes a commitment to small things, like LED lightbulbs. In IKEA's first ever sustainability marketing campaign in the UK, a fanciful television ad depicting a lit-up enchanted forest claims, "By 2016 we will only sell energy efficient LED lightbulbs. Sometimes small things can make a big difference." Peter Wright, IKEA's UK/Ireland marketing manager, says the ad speaks to IKEA's "thrifty and resourceful" Swedish roots. "This is a sustainability campaign but also a brand campaign. We need to explain what we stand for and celebrate that."Continue reading...

corporate citizenship

IKEA Lights the Way for a Safer, Smarter Future for Refugee Camps

Posted by Sheila Shayon on February 14, 2014 03:47 PM

Of the nearly 10.5 million refugees worldwide, close to half are children. And in 2013 alone, over 2 million people became refugees—nearly a 20-year record, according to UN High Commissioner for Refugees Antonio Guterres. 

“With each new humanitarian emergency the support of the private sector becomes more vital and more urgent.” 

IKEA’s "Brighter Lives for Refugees" campaign is answering the call and bringing lights and renewable energy to refugee camps. The global initiative running through March 29 offers a $1.35 donation to the UNHCR for every IKEA LEDARE - LED light bulb sold. 

“Life in a refugee camp can be very hard, particularly for children,” said Per Heggenes, CEO, IKEA Foundation. “The absence of powered light limits everyday activities we take for granted such as sharing a meal or doing your homework. It impacts safety and security and the ability for families to generate an income.”Continue reading...

brand news

In the News: IKEA, P&G, Rovio and more

Posted by Dale Buss on January 29, 2014 09:13 AM

In the News

IKEA CEO vows e-commerce and delivery expansion as store sales fall. 

P&G will cut phosphate in all laundry soaps by 2016. 

Rovio reassures Angry Birds users it’s not complicit with NSA, rethinks ad relationships. 

Abercrombie & Fitch strips CEO of chairman title.

Beats by Dre stars Ellen Degeneres in Super Bowl ad.

Bruegger's unveils new restaurant prototype.

Cheerios plans Super Bowl spot reprising mixed-race family.

Chrysler posts third straight annual profit but Fiat scraps dividend to save cash.

Comcast grows TV subscribers for first time in 6 years.

Coors Light wants NHL Stadium Series in Rockies.

Dow Chemical swings to profit on sales growth in most businesses.

EA sees sales of older games drop.Continue reading...

brand news

In the News: Samsung, Ford, Puma and more

Posted by Dale Buss on January 28, 2014 09:23 AM

In the News

Samsung keeps lead over Apple as Chinese smartphones gain share and evidence mounts that iPhone mania wanes.

Ford posts bullish earnings as company and James Franco get a jump on GM in Super Bowl promo.

Puma outfits English soccer club in brand-renewal attempt.

AT&T sees overwhelming demand for Beats music service.

Bitcoin exec accused of money laundering.

Comcast and Charter near deal for Time Warner Cable systems.

Disney finds success with ESPN app.

Gillette promotes Sochi Olympics campaign.

Girl Scouts test gluten-free cookies.

Google sees less geeky future with new glass designs, adding VSP prescriptions.

HSBC apologizes for UK ATM snafu. 

Honda exported more vehicles from US factories than it imported from Japan last year.Continue reading...

traveling brands

Hip to Millennials' Travel Demands, Hilton Works On New Brand for Them

Posted by Dale Buss on December 16, 2013 03:37 PM

Millennials worldwide may not be getting jobs, but they're getting more places to stay. Hilton now expects to introduce a new hotel brand in 2014 aimed at young travelers to match a new offering by Marriott and one by Starwood.

The new Hilton brand of boutique, "lifestyle" hotels would emphasize style and design and be aimed at Millennials with enough money to travel for work or pleasure. It would aim to compete with W Hotels, a brand developed by Starwood, and with both Marritt's fledgling Edition hotels as well as the Moxy chain that it is developing for Europe with Ikea, according to the Wall Street Journal.

"It's something we're working on," Christopher Nassetta, Hilton's CEO, told the newspaper. Hilton currently has 10 brands and a wide range of hotels ranging from Hampton Inn to Waldorf Astoria.Continue reading...

privacy alert

French Prosecutors: You May Not be Building That Ikea Furniture by Yourself

Posted by Dale Buss on November 22, 2013 03:36 PM

You can still make do-it-yourself furniture with IKEA. It's just that other people may be watching in secret.

Specifically, IKEA itself. Prosecutors have placed three senior IKEA executvies in France under investigation amid allegations that they authorized illegal spying on customers and employees, including collecting unflattering background information on shoppers who brought complaints or lawsuits, according to the New York Times.

In an alleged case of big data run amok, French prosecutors even said that IKEA France CEO Stefan Vanoverbeke was among those people being investigated for possible involvement in such a conspiracy. The executives were thought to be gathering a range of personal informatin including criminal records, automobile registrations and property records.Continue reading...

brand news

In the News: IKEA, Walgreens, Microsoft and more

Posted by Dale Buss on November 22, 2013 09:14 AM

In the News

IKEA under investigation in France for snooping on workers.

Walgreens opens nation's first energy-net-zero retail store.

Microsoft heats up gaming-console wars with debut of Xbox One.

Air New Zealand launches "Middle Earth" campaign tied to release of The Hobbit movie.

Acer brings back founder without pay to help struggling PC maker.

Amazon amps up for winning holiday as executive predicts quantum leap in online alcohol sales.

Apple wins a patent retrial against Samsung.

Bauer Media launches digital brand aimed at wealthy young women. 

Beam and Cinnabon to introduce co-branded vodka.

Caterpillar is probed for possibly dumping parts in the ocean.Continue reading...

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