Wed, 14 Oct 2020 16:17:36 GMT
Ingka Group today announces it will use this year’s Black Friday as an opportunity to meet customers’ needs in ways that contribute to a circular economy. For the first time in its 77-year history, IKEA Retail stores in 27 countries will offer to buy back thousands of pieces of unwanted furniture and find them new homes. Anything that can’t be resold will be recycled or donated to community projects to help those most affected by the Covid-19 pandemic.
The campaign will ask customers to sell back their unwanted IKEA furniture in the #BuyBackFriday campaign, which will run between 24th November and 3th December. Buying back furniture from its customers is just one of the ways in which Ingka Group is transforming to promote and develop circular services and sustainable consumption for customers.
“We want to offer customers’ sustainable solutions for their furniture they no longer need, even if it’s served them well over the years. So, we are currently exploring new business models to develop commercially viable and scalable offers in the areas of how people bring things into their home, how they care for things they own, and how they pass on the things they no longer need. Rather than buy things you don’t need this Black Friday, we want to help customers give their furniture a second life instead of making an impulse buy,” says Stefan Vanoverbeke, deputy retail operations manager, Ingka Group.
Transforming its retail operations is a critical part of the Ingka Group circular journey and the campaign forms part of the overall IKEA journey towards creating a circular and climate positive IKEA by 2030 which includes all IKEA products being made from renewable or recycled materials.
Currently, 45 percent of total global carbon emissions come from the way the world produces and uses everyday products like furniture, so the campaign represents an opportunity to address unsustainable consumption and its impact on climate change, on the biggest shopping day of the year.
Ingka Group is exploring new solutions to make circular consumption more convenient for customers. and last year gave 47 million recovered products a second life by repacking and reselling products in stores. By 2021 there will also be dedicated destinations in every store where people can sell back their old furniture and find repaired or refurbished furniture at even more affordable prices.
Anyone who sells back an unwanted item will receive an IKEA voucher to spend on something they need or love. Depending on the condition of the furniture traded in, that voucher could be worth as much as 50 percent of the original price. Meanwhile, members of the IKEA Family loyalty club, will be paid double for their unwanted furniture during the Black Friday period.
“The IKEA vision has always been to create a better everyday life for the many people, which right now means making sustainable living easy and affordable for everyone. Being circular is a good business opportunity as well as a responsibility and the climate crisis requires us all to radically rethink our consumption habits,” says Pia Heidenmark Cook, chief sustainability officer, Ingka Group.
“A circular economy can only be achieved through investment and collaboration with customers, other businesses, local communities and governments, so we can eradicate waste and create a cycle of repair, reuse, refurbishment and recycling”, she concludes.
IKEA is committed to take climate action and is fully supportive of the EU Green Deal, urging the EU to build its recovery package 'to support and accelerate the transition towards a climate neutral and circular economy and the Exponential Climate Action Roadmap to halve greenhouse gas emissions in absolute terms by 2030. solutions to help to make a positive impact for customers, communities, co-workers and the planet.
For more information on the Buy Back service, visit your local IKEA site. Terms and conditions apply.
Campaign Unit Manager: Jessie Macneil-Brown
Campaign Unit Project Manager: Maria Binnelid
Campaign Project Leader: Irina Banciu
Chief Creative Officer: Stefan Ronge
Chief Creative Officer: Mattias Ronge
Chief Client Officer: Ruth Warder
Creative Director: Martin Jon Adolfsson
Art Director: Sabine Stromsky
Copywriter: Oscar Muller
Design Director: Steve Malkerty
Senior Director: Chris Wilcox
Associate Project Director: Claire Fraser
Executive Producer: Lucie Hackman
Senior Producer: Cara Hickson
Junior Project Manager: Stefania Basile
Production Company: Riff Raff Films Ltd
Director: The Sacred Egg
Executive Producer: Matthew Fone
Producer: Jane Tredget
DOP: Daniel Landin
Production Designer: Monika Sajko
1st AD: Chris Kelly
Production Manager: Stuart Butterworth
Editor: Ben Campbell
Edit House: The Quarry
Service Company: Papaya Films
Service Producer: Tomek Skrodzki
VFX Company: Moving Picture Company London
VFX Producer London: Ryan Hancocks
Colourist London: Matthieu Toullet
VFX Supervisor: Jake Nelson
Music: Felt Music
Music Track: Tightrope
Sound Design: Jon Clarke @ Factory Studios London
Genres: People, Storytelling
Categories: Retail and Restaurants , DIY StoresEdelman, Wed, 14 Oct 2020 16:17:36 GMT