Ikea Puts Purpose First in New Campaign Designed to Tell More of Its Brand Story

People know the products, but might not be aware of the retailer's global impact


When Ogilvy won the Ikea account in 2010, brands weren’t nearly as open about their commitments to sustainability. Now, the idea of brand purpose is everywhere. While that the concept of responsibility is evolving, Ikea has baked purpose into everything it does since the furniture maker was founded in Sweden in 1943.

Year after year, Ikea’s sustainability report is taken very seriously by the brand and shows a clear direction for the massive retailer. The 2018 report is filled with ambitious plans including becoming “climate positive” by 2030 by investing green energy, reforestation (the brand has planted 2.8

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