Ikea has launched a new marketing campaign designed to convey its values and identity.

The company’s latest advertisements highlight the steps it is taking to reduce its carbon footprint and help customers reduce their environmental impact.

Peter Wright, marketing manager for Ikea in the UK and Ireland, commented: “This is a sustainability campaign but also a brand campaign.

“We need to explain what we stand for and celebrate that.”

Mr Wright noted that sustainability is a way of life for people in Smaland, Sweden – the place where Ikea was first created. This, he said, means it is in the company’s DNA.

He went on to note that people in the UK are becoming increasingly conscious of their energy usage as household bills are going up.

As a result, Mr Wright believes this is a good time for Ikea to convey its green credentials and try to persuade consumers to become similarly eco-conscious.

Ikea readies first sustainability campaign in marketing switch, Marketing Week

Posted by Robin McCrink