IKEA India, the Swedish home-furnishing retailer, has begun a campaign called ‘A Better World Starts at Home’ to help customers live in a sustainable way. It aims at inspiring and enabling people to reduce their carbon footprint by using climate-friendly products. The company also unveiled the IKEA Better Living app which gives customers and co-workers the chance to try sustainable living in an engaging way.

The campaign is based on the ‘Climate Action Starts at Home’ research commissioned by Ingka Group and strategy consultancy GlobeScan, to help understand how people currently think and feel about climate change, what they are doing to take action in their daily lives, and how to motivate and enable them to do more. The results indicated that such actions at home can reduce personal carbon footprint by 50 per cent.

As part of this campaign, IKEA selected a range of Climate Hero product/solutions that reduce individual carbon footprint when used, are from the global standard range, and are affordable and accessible. The Climate Hero products are:

  • Water saving: PILKÅN water-saving tap – cuts water use by up to 40 per cent and saves energy by using less hot water – and LILLREVET water-saving shower head – cuts water use by up to 30 per cent and saves energy by using less hot water
  • Energy saving: RYET LED bulb – consumes approximately 85 per cent less energy than traditional incandescent bulbs and lasts up to 10 times longer
  • Energy generating: SOLSTRÅLE solar panel – generates zero-carbon electricity

The Better Living app features 75 actions that refer to the Climate Hero products and other IKEA sustainability products, services and commitments. Users can see the impacts of their own actions and compete with others on the same. Challenges can be set up for a fixed time period, allowing co-workers or customers to compete for prizes. The app will also provide market insights and impact measurement.

The money granted under ‘A Better World Starts at Home’ campaign is part of IKEA’s €1 billion commitment to climate action.

CB’s questions on the details of the research conducted, impact measurement by the app, and sustainability standards followed by IKEA’s Indian suppliers went unanswered.