The head of IKEA called the silence of the company's activities a threat to the climate Jesper Brodin, Chief Executive Officer of the Dutch holding Ingka Group and home goods manufacturer IKEA, told Bloomberg.
According to him, climate change is the main threat to humanity, while “green camouflage” – the so-called greenwashing, a new phenomenon in which businesses only declare positive environmental intentions, but do not fulfill their promises – is less dangerous than silence on activities. “I am firmly convinced that green camouflage is less dangerous than silence. We must instill hope in people, we must be responsible for our actions, and we must tell people about what we have done, “Brodin emphasized.
He noted that IKEA is known for all its affordable products, and many see the company as one of the representatives of mass production that is harmful to the environment. Therefore, the furniture giant is fighting this image and ensures that all of the company's products will be climate-friendly by 2030.
In this regard, IKEA will invest in renewable energy sources and develop products that help reduce consumption and help fight climate change. The company also plans to open stores that will sell durable goods and help customers reduce waste by conserving water and energy in their homes. “Today we are producing more renewable energy than we consume. We have a clear understanding of the footprint our products leave, from their original material to the end of their life. We know and keep track of everything, “said Juvencio Maetsu, Deputy General Director and Financial Director of IKEA.
At the same time, Brodin recalled that the company conducted its own research. Its results show that 70 percent of buyers are concerned about climate change, but only 3 percent are willing to pay for green products.
In September 2021, the owner of IKEA announced plans to sell renewable energy. Then the company launched a service in Sweden that allows residents to connect to a solar or wind farm, track electricity consumption in a mobile application and sell excess electricity. The provider is Svea Solar, which produces solar panels for IKEA hypermarkets.