UK – Ikea has launched a collection that offers ideas and tips for consumers to upcycle things they already own.
The Lagom range is inspired by the Swedish phrase Lagom är bast, which means ‘the right amount is best’. From re-using its plastic bags as picnic blankets to repurposing old tins to hold kitchen utensils, the collection provides inspiration for living more sustainably at no extra cost. Its launch kicks off Ikea’s first integrated marketing campaign on sustainability, which will continue over the next three months across email and social media channels, as well as in-store experiences and workshops.
‘If you want to get consumers engaged in sustainability, then as a brand you have to meet them half way and change your behaviour first,’ says John Treacy, executive creative director at Proximity London, the creative agency behind the campaign. ‘The beauty of the Lagom collection is that for the first time Ikea isn’t selling anything. It’s inspiring instead.’
In our Waste Warriors tribe, we meet a subset of consumers who are already taking active measures to considerably reduce the amount of waste they produce.