How Ikea is growing its business while shrinking emissions
-
0:01 - 0:04Rosa Howard: IKEA has over
500 locations worldwide -
0:04 - 0:08and is committed to being
climate positive by 2030. -
0:08 - 0:10That involves everything
from the raw materials -
0:10 - 0:12to the end of a product's life.
-
0:12 - 0:14Because of the company's scale ...
-
0:15 - 0:18Jesper Brodin: The carbon footprint
of IKEA is about 0.1 percent -
0:18 - 0:20of the global emission of carbon.
-
0:20 - 0:22RH: ... that's a lot of carbon.
-
0:22 - 0:24And that was Jesper Brodin,
-
0:24 - 0:27CEO of Ingka Group,
which operates IKEA Retail. -
0:27 - 0:29And this is Pia Heidenmark Cook,
-
0:30 - 0:31their head of sustainability.
-
0:31 - 0:34Pia Heidenmark Cook:
We know that we need to change, -
0:34 - 0:38and we are really looking forward
to the opportunities that we can, -
0:38 - 0:41by transforming our business
into a new kind of business -
0:41 - 0:45where we look at our entire
value chain in new ways, -
0:45 - 0:47where we look at how we meet
with customers in a new way -
0:47 - 0:49and how we engage with coworkers.
-
0:49 - 0:51We will look at price and low price,
-
0:51 - 0:53because our vision
is to be for the many people, -
0:53 - 0:55it needs to be affordable.
-
0:55 - 0:58But it's also about form, function,
-
0:58 - 1:00sustainability and quality.
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1:00 - 1:03RH: How does IKEA balance sustainability
-
1:03 - 1:07and persuading buyers to consume things
during the climate crisis? -
1:07 - 1:11PHC: It really means looking at
the entirety of our business. -
1:11 - 1:16We committed to only use renewable
and recycled materials by 2030. -
1:16 - 1:19We have, for example, already
all our cotton in the products, -
1:19 - 1:20like this sofa,
-
1:20 - 1:22to be sustainable cotton.
-
1:22 - 1:27We are well on our way to have all
of our wood being from sustainable sources -
1:27 - 1:29by 2020.
-
1:29 - 1:32And it's also looking at:
How do we design the products -
1:32 - 1:37so that they can be repurposed,
reused, recycled, etc? -
1:37 - 1:41So it's really looking at:
How do we build circular design metrics -
1:41 - 1:42into our products?
-
1:42 - 1:46But then also, how do we engage
and reach out to customers, -
1:46 - 1:51so, looking at new service models
like furniture as a service, -
1:51 - 1:54starting now testing
with business-to-business. -
1:54 - 1:58RH: In 2019, IKEA's business
grew by 6.5 percent. -
1:59 - 2:02But the company decreased
its global carbon footprint -
2:02 - 2:04by 4.3 percent,
-
2:04 - 2:06beginning to decouple
growth and emissions. -
2:07 - 2:09JB: That step for us was --
-
2:09 - 2:12it gave a lot of confidence
and optimism, to be honest, -
2:12 - 2:15showing that it's possible to grow
and at the same time, -
2:15 - 2:18move in the right direction
when it comes to carbon. -
2:18 - 2:21RH: Yes, fine, but how can you make
that shift durable -
2:21 - 2:24and expand that decoupling?
-
2:24 - 2:28JB: There are some myths
that we need to rid ourselves from. -
2:28 - 2:30The consumption myth is one.
-
2:30 - 2:34That sustainability should come
at a premium is a very dangerous myth, -
2:34 - 2:36that purpose and profit
couldn't go hand in hand -- -
2:37 - 2:38it's the opposite.
-
2:38 - 2:40RH: Why should people trust you?
-
2:40 - 2:42JB: Trust is maybe
the most important thing -
2:42 - 2:46to get into the system
and into the conversation. -
2:46 - 2:50I think to start with,
you have to look at intentions. -
2:50 - 2:54And scrutinize is, of course,
one part of the equation here. -
2:54 - 2:56But when you look at the reasons why
-
2:56 - 2:58it's important for us
to move in this topic, -
2:58 - 2:59it makes business sense,
-
2:59 - 3:03from the point that coworkers
and customers will expect us to be -- -
3:03 - 3:05and already today expect us to be --
-
3:05 - 3:06a leader.
-
3:06 - 3:09And thereby, it would be
dangerous for your brand -
3:09 - 3:11if you wouldn't take the lead
in your segment. -
3:11 - 3:14But last, I think,
which is most intriguing for me, -
3:14 - 3:17is that sustainability
is the new low cost, -
3:17 - 3:19it is the new model of the world.
-
3:19 - 3:24It's not in contrast to doing
good business, but the opposite. -
3:24 - 3:28RH: What response are you getting
from coworkers and from partners? -
3:28 - 3:30PHC: Super positive response
from our coworkers, -
3:30 - 3:34and sustainability, in our
internal survey I share, -
3:34 - 3:37is actually the number two reason
why people choose to work for IKEA -
3:37 - 3:39and stay at IKEA.
-
3:39 - 3:42And the number one reason
is all the lovely colleagues that we have. -
3:42 - 3:46RH: The climate crisis is also
a crisis of justice and fairness. -
3:46 - 3:48How is IKEA thinking about that?
-
3:49 - 3:53PHC: We definitely see that climate change
is a human rights issue, -
3:53 - 3:58and we know that those
with thin wallets or even no wallets -
3:58 - 4:00are the most impacted by climate change.
-
4:00 - 4:04So what we do is, both through
the IKEA Foundation, -
4:04 - 4:06which is our philanthropic arm,
-
4:06 - 4:10we're working through various
climate activities in developing countries -
4:10 - 4:16and have put aside about 150 million euro
in the last two years. -
4:16 - 4:20Then, in Ingka, where we have
shopping centers and stores -
4:20 - 4:23and fulfillment centers,
-
4:23 - 4:25we're working with refugees
-
4:25 - 4:29and looking at how can we create
skills for employment programs, -
4:29 - 4:32where we do skills training
and language training. -
4:32 - 4:35RH: Companies generally think
quarter by quarter. -
4:35 - 4:39Climate is a long-term challenge
that needs immediate action. -
4:39 - 4:40How do you square that?
-
4:41 - 4:43JB: We are actually foundation-owned,
-
4:44 - 4:46so we have less of the quarterly pressure.
-
4:46 - 4:50And our founder was amazing
in thinking and planning long-term. -
4:50 - 4:53And I actually recall
one of the last meetings I had with him -
4:53 - 4:56a few years ago, before he passed away.
-
4:56 - 4:58We asked him how we should think and plan,
-
4:58 - 5:01and he said, "You should think long-term."
-
5:01 - 5:04And when we asked him,
"How long-term?" he said, -
5:04 - 5:06"Yeah, well, 200 years."
-
5:06 - 5:08So I think that is possibly
a bit too long, -
5:08 - 5:09we don't have that time,
-
5:09 - 5:12but 10 years is a good horizon
for all of us.
- Title:
- How Ikea is growing its business while shrinking emissions
- Speaker:
- Jesper Brodin and Pia Heidenmark Cook
- Description:
-
IKEA currently makes up 0.1 percent of all global carbon emissions -- but by 2030, they're planning to be carbon negative across their business. Discussing new thinking about the lifespan of their products, from the forest to the landfill, Jesper Brodin and Pia Heidenmark Cook of Ingka Group (IKEA) share their company's steps towards sustainably sourcing materials like cotton and wood and redesigning products to extend their use without compromising on quality or affordability. (Narrated by Rosa Howard)
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 05:28
Erin Gregory approved English subtitles for How Ikea is growing its business while shrinking emissions | ||
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Camille Martínez edited English subtitles for How Ikea is growing its business while shrinking emissions | ||
Ivana Korom edited English subtitles for How Ikea is growing its business while shrinking emissions | ||
Ivana Korom edited English subtitles for How Ikea is growing its business while shrinking emissions |