[Script Info]
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Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.95,0:00:04.25,Default,,0000,0000,0000,,Narrator: IKEA has over\N500 locations worldwide
Dialogue: 0,0:00:04.28,0:00:07.60,Default,,0000,0000,0000,,and is committed to being\Nclimate positive by 2030.
Dialogue: 0,0:00:07.63,0:00:10.29,Default,,0000,0000,0000,,That involves everything\Nfrom the raw materials
Dialogue: 0,0:00:10.32,0:00:12.10,Default,,0000,0000,0000,,to the end of a product's life.
Dialogue: 0,0:00:12.12,0:00:14.12,Default,,0000,0000,0000,,Because of the company's scale ...
Dialogue: 0,0:00:14.70,0:00:17.85,Default,,0000,0000,0000,,Jesper Brodin: The carbon footprint\Nof IKEA is about 0.1 percent
Dialogue: 0,0:00:17.87,0:00:20.16,Default,,0000,0000,0000,,of the global emission of carbon.
Dialogue: 0,0:00:20.18,0:00:21.97,Default,,0000,0000,0000,,Narrator: ... that's a lot of carbon.
Dialogue: 0,0:00:21.100,0:00:23.74,Default,,0000,0000,0000,,And that was Jesper Brodin,
Dialogue: 0,0:00:23.77,0:00:27.24,Default,,0000,0000,0000,,CEO of Ingka Group,\Nwhich operates IKEA Retail.
Dialogue: 0,0:00:27.26,0:00:29.49,Default,,0000,0000,0000,,And this is Pia Heidenmark Cook,
Dialogue: 0,0:00:29.51,0:00:31.22,Default,,0000,0000,0000,,their head of sustainability.
Dialogue: 0,0:00:31.24,0:00:33.70,Default,,0000,0000,0000,,Pia Heidenmark Cook:\NWe know that we need to change,
Dialogue: 0,0:00:33.72,0:00:37.68,Default,,0000,0000,0000,,and we are really looking forward\Nto the opportunities that we can,
Dialogue: 0,0:00:37.70,0:00:41.02,Default,,0000,0000,0000,,by transforming our business\Ninto a new kind of business
Dialogue: 0,0:00:41.04,0:00:44.60,Default,,0000,0000,0000,,where we look at our entire\Nvalue chain in new ways,
Dialogue: 0,0:00:44.63,0:00:47.27,Default,,0000,0000,0000,,where we look at how we meet\Nwith customers in a new way
Dialogue: 0,0:00:47.29,0:00:48.87,Default,,0000,0000,0000,,and how we engage with coworkers.
Dialogue: 0,0:00:48.89,0:00:51.19,Default,,0000,0000,0000,,We will look at price and low price,
Dialogue: 0,0:00:51.21,0:00:53.47,Default,,0000,0000,0000,,because our vision\Nis to be for the many people,
Dialogue: 0,0:00:53.50,0:00:54.74,Default,,0000,0000,0000,,it needs to be affordable.
Dialogue: 0,0:00:54.77,0:00:58.15,Default,,0000,0000,0000,,But it's also about form, function,
Dialogue: 0,0:00:58.17,0:01:00.04,Default,,0000,0000,0000,,sustainability and quality.
Dialogue: 0,0:01:00.07,0:01:02.81,Default,,0000,0000,0000,,N: How does IKEA balance sustainability
Dialogue: 0,0:01:02.83,0:01:07.36,Default,,0000,0000,0000,,and persuading buyers to consume things\Nduring the climate crisis?
Dialogue: 0,0:01:07.39,0:01:10.67,Default,,0000,0000,0000,,PHC: It really means looking at\Nthe entirety of our business.
Dialogue: 0,0:01:10.70,0:01:15.78,Default,,0000,0000,0000,,We committed to only use renewable\Nand recycled materials by 2030.
Dialogue: 0,0:01:15.80,0:01:18.83,Default,,0000,0000,0000,,We have, for example, already\Nall our cotton in the products,
Dialogue: 0,0:01:18.85,0:01:20.44,Default,,0000,0000,0000,,like this sofa,
Dialogue: 0,0:01:20.47,0:01:22.21,Default,,0000,0000,0000,,to be sustainable cotton.
Dialogue: 0,0:01:22.24,0:01:27.07,Default,,0000,0000,0000,,We are well on our way to have all\Nof our wood being from sustainable sources
Dialogue: 0,0:01:27.09,0:01:28.64,Default,,0000,0000,0000,,by 2020.
Dialogue: 0,0:01:28.66,0:01:32.38,Default,,0000,0000,0000,,And it's also looking at:\NHow do we design the products
Dialogue: 0,0:01:32.40,0:01:36.98,Default,,0000,0000,0000,,so that they can be repurposed,\Nreused, recycled, etc?
Dialogue: 0,0:01:36.100,0:01:40.50,Default,,0000,0000,0000,,So it's really looking at:\NHow do we build circular design metrics
Dialogue: 0,0:01:40.52,0:01:42.38,Default,,0000,0000,0000,,into our products?
Dialogue: 0,0:01:42.40,0:01:46.32,Default,,0000,0000,0000,,But then also, how do we engage\Nand reach out to customers,
Dialogue: 0,0:01:46.35,0:01:50.97,Default,,0000,0000,0000,,so, looking at new service models\Nlike furniture as a service,
Dialogue: 0,0:01:50.100,0:01:53.72,Default,,0000,0000,0000,,starting now testing\Nwith business-to-business.
Dialogue: 0,0:01:53.74,0:01:58.49,Default,,0000,0000,0000,,N: In 2019, IKEA's business\Ngrew by 6.5 percent.
Dialogue: 0,0:01:58.52,0:02:01.59,Default,,0000,0000,0000,,But the company decreased\Nits global carbon footprint
Dialogue: 0,0:02:01.61,0:02:03.50,Default,,0000,0000,0000,,by 4.3 percent,
Dialogue: 0,0:02:03.53,0:02:06.50,Default,,0000,0000,0000,,beginning to decouple\Ngrowth and emissions.
Dialogue: 0,0:02:06.97,0:02:09.25,Default,,0000,0000,0000,,JB: That step for us was --
Dialogue: 0,0:02:09.27,0:02:12.28,Default,,0000,0000,0000,,it gave a lot of confidence\Nand optimism, to be honest,
Dialogue: 0,0:02:12.30,0:02:15.14,Default,,0000,0000,0000,,showing that it's possible to grow\Nand at the same time,
Dialogue: 0,0:02:15.16,0:02:17.94,Default,,0000,0000,0000,,move in the right direction\Nwhen it comes to carbon.
Dialogue: 0,0:02:17.96,0:02:21.28,Default,,0000,0000,0000,,N: Yes, fine, but how can you make\Nthat shift durable
Dialogue: 0,0:02:21.31,0:02:23.58,Default,,0000,0000,0000,,and expand that decoupling?
Dialogue: 0,0:02:23.97,0:02:27.58,Default,,0000,0000,0000,,JB: There are some myths\Nthat we need to rid ourselves from.
Dialogue: 0,0:02:27.61,0:02:30.08,Default,,0000,0000,0000,,The consumption myth is one.
Dialogue: 0,0:02:30.10,0:02:34.06,Default,,0000,0000,0000,,That sustainability should come\Nat a premium is a very dangerous myth,
Dialogue: 0,0:02:34.08,0:02:36.49,Default,,0000,0000,0000,,that purpose and profit\Ncouldn't go hand in hand --
Dialogue: 0,0:02:36.51,0:02:37.84,Default,,0000,0000,0000,,it's the opposite.
Dialogue: 0,0:02:37.87,0:02:39.68,Default,,0000,0000,0000,,N: Why should people trust you?
Dialogue: 0,0:02:39.99,0:02:41.100,Default,,0000,0000,0000,,JB: Trust is maybe\Nthe most important thing
Dialogue: 0,0:02:42.02,0:02:45.65,Default,,0000,0000,0000,,to get into the system\Nand into the conversation.
Dialogue: 0,0:02:45.67,0:02:49.63,Default,,0000,0000,0000,,I think to start with,\Nyou have to look at intentions.
Dialogue: 0,0:02:49.65,0:02:53.70,Default,,0000,0000,0000,,And scrutinize is, of course,\None part of the equation here.
Dialogue: 0,0:02:53.72,0:02:55.51,Default,,0000,0000,0000,,But when you look at the reasons why
Dialogue: 0,0:02:55.53,0:02:57.80,Default,,0000,0000,0000,,it's important for us\Nto move in this topic,
Dialogue: 0,0:02:57.82,0:02:59.06,Default,,0000,0000,0000,,it makes business sense,
Dialogue: 0,0:02:59.08,0:03:03.17,Default,,0000,0000,0000,,from the point that coworkers\Nand customers will expect us to be --
Dialogue: 0,0:03:03.19,0:03:04.95,Default,,0000,0000,0000,,and already today expect us to be --
Dialogue: 0,0:03:04.98,0:03:06.13,Default,,0000,0000,0000,,a leader.
Dialogue: 0,0:03:06.16,0:03:08.82,Default,,0000,0000,0000,,And thereby, it would be\Ndangerous for your brand
Dialogue: 0,0:03:08.84,0:03:11.25,Default,,0000,0000,0000,,if you wouldn't take the lead\Nin your segment.
Dialogue: 0,0:03:11.27,0:03:13.99,Default,,0000,0000,0000,,But last, I think,\Nwhich is most intriguing for me,
Dialogue: 0,0:03:14.01,0:03:16.59,Default,,0000,0000,0000,,is that sustainability\Nis the new low cost,
Dialogue: 0,0:03:16.62,0:03:18.78,Default,,0000,0000,0000,,it is the new model of the world.
Dialogue: 0,0:03:18.80,0:03:23.100,Default,,0000,0000,0000,,It's not in contrast to doing\Ngood business, but the opposite.
Dialogue: 0,0:03:24.02,0:03:27.71,Default,,0000,0000,0000,,N: What response are you getting\Nfrom coworkers and from partners?
Dialogue: 0,0:03:27.73,0:03:30.11,Default,,0000,0000,0000,,PHC: Super positive response\Nfrom our coworkers,
Dialogue: 0,0:03:30.13,0:03:34.07,Default,,0000,0000,0000,,and sustainability, in our\Ninternal survey I share,
Dialogue: 0,0:03:34.09,0:03:37.36,Default,,0000,0000,0000,,is actually the number two reason\Nwhy people choose to work for IKEA
Dialogue: 0,0:03:37.38,0:03:38.56,Default,,0000,0000,0000,,and stay at IKEA.
Dialogue: 0,0:03:38.58,0:03:41.88,Default,,0000,0000,0000,,And the number one reason\Nis all the lovely colleagues that we have.
Dialogue: 0,0:03:41.90,0:03:46.13,Default,,0000,0000,0000,,N: The climate crisis is also\Na crisis of justice and fairness.
Dialogue: 0,0:03:46.16,0:03:48.29,Default,,0000,0000,0000,,How is IKEA thinking about that?
Dialogue: 0,0:03:49.09,0:03:52.66,Default,,0000,0000,0000,,PHC: We definitely see that climate change\Nis a human rights issue,
Dialogue: 0,0:03:52.69,0:03:57.82,Default,,0000,0000,0000,,and we know that those\Nwith thin wallets or even no wallets
Dialogue: 0,0:03:57.84,0:04:00.45,Default,,0000,0000,0000,,are the most impacted by climate change.
Dialogue: 0,0:04:00.47,0:04:03.85,Default,,0000,0000,0000,,So what we do is, both through\Nthe IKEA Foundation,
Dialogue: 0,0:04:03.88,0:04:05.79,Default,,0000,0000,0000,,which is our philanthropic arm,
Dialogue: 0,0:04:05.82,0:04:10.25,Default,,0000,0000,0000,,we're working through various\Nclimate activities in developing countries
Dialogue: 0,0:04:10.27,0:04:16.38,Default,,0000,0000,0000,,and have put aside about 150 million euro\Nin the last two years.
Dialogue: 0,0:04:16.40,0:04:19.64,Default,,0000,0000,0000,,Then, in Ingka, where we have\Nshopping centers and stores
Dialogue: 0,0:04:19.66,0:04:22.54,Default,,0000,0000,0000,,and fulfillment centers,
Dialogue: 0,0:04:22.56,0:04:25.08,Default,,0000,0000,0000,,we're working with refugees
Dialogue: 0,0:04:25.10,0:04:28.97,Default,,0000,0000,0000,,and looking at how can we create\Nskills for employment programs,
Dialogue: 0,0:04:28.99,0:04:32.17,Default,,0000,0000,0000,,where we do skills training\Nand language training.
Dialogue: 0,0:04:32.20,0:04:34.73,Default,,0000,0000,0000,,N: Companies generally think\Nquarter by quarter.
Dialogue: 0,0:04:34.75,0:04:38.51,Default,,0000,0000,0000,,Climate is a long-term challenge\Nthat needs immediate action.
Dialogue: 0,0:04:38.54,0:04:40.22,Default,,0000,0000,0000,,How do you square that?
Dialogue: 0,0:04:40.87,0:04:43.49,Default,,0000,0000,0000,,JB: We are actually foundation-owned,
Dialogue: 0,0:04:43.52,0:04:46.16,Default,,0000,0000,0000,,so we have less of the quarterly pressure.
Dialogue: 0,0:04:46.18,0:04:49.99,Default,,0000,0000,0000,,And our founder was amazing\Nin thinking and planning long-term.
Dialogue: 0,0:04:50.01,0:04:53.47,Default,,0000,0000,0000,,And I actually recall\None of the last meetings I had with him
Dialogue: 0,0:04:53.50,0:04:55.67,Default,,0000,0000,0000,,a few years ago, before he passed away.
Dialogue: 0,0:04:55.69,0:04:58.31,Default,,0000,0000,0000,,We asked him how we should think and plan,
Dialogue: 0,0:04:58.34,0:05:01.13,Default,,0000,0000,0000,,and he said, "You should think long-term."
Dialogue: 0,0:05:01.15,0:05:03.64,Default,,0000,0000,0000,,And when we asked him,\N"How long-term?" he said,
Dialogue: 0,0:05:03.66,0:05:05.84,Default,,0000,0000,0000,,"Yeah, well, 200 years."
Dialogue: 0,0:05:05.86,0:05:08.20,Default,,0000,0000,0000,,So I think that is possibly\Na bit too long,
Dialogue: 0,0:05:08.23,0:05:09.38,Default,,0000,0000,0000,,we don't have that time,
Dialogue: 0,0:05:09.40,0:05:12.10,Default,,0000,0000,0000,,but 10 years is a good horizon\Nfor all of us.