The initiative aims to inspire more conscious consumption and to promote a more sustainable lifestyle.
The campaign will be the first in a year of ongoing sustainability initiatives from Ingka Centres, part of Ingka Group, which also includes IKEA Retail and Ingka Investments. Together with IKEA, over the next decade Ingka Centres aims to inspire and enable one billion people to live more sustainably. ‘Love Your Stuff for Longer’ will encompass a range of initiatives that will be run across Ingka Centres Meeting Places in partnership with IKEA and more than 600 international and local brands in Europe, Russia and China.
These initiatives will range from repair cafés to offline and online educational classes on how to reuse and repurpose goods. In light of restrictions in some markets due to Covid-19, all activities will be implemented in line with local government guidelines and enhanced safety measures to ensure customers and partners feel safe to shop and work.
Jenny Pidgeon, Ingka Centres Global Sustainability Manager commented: “By encouraging people to really think about the choices they make this Black Friday – a day that is often simply associated with low prices – we are taking action to inspire people to take steps toward a more sustainable lifestyle.”
