IKEA pitches for sustainable living

Hyderabad: IKEA India has reiterated its commitment to the environment with 'A Better World Starts at Home' campaign which aims at inspiring and enabling people to reduce carbon footprint by using more climate-friendly products as well as encouraging a more climate friendly life at home.

The campaign is based on research which was commissioned by Ingka Groupand strategy consultancy GlobeScan, to help understand how people currently think and feel about climate change, what people are doing to take climate action in their daily lives, and how to motivateand enable them to do more.

Through the campaign, IKEA seeks to enable a more sustainable life through their everyday actions supported by IKEA products. The actions range from water saving, energy saving, reducing waste and food waste to how to generate energy in a sustainable way.

With a vision to reach out to many, the company also made available the IKEA Better Living app that will give its co-workers and customers a chance to try sustainable living in a playful way.

The app will contain 75 actions that feature the Climate Hero products and references to other IKEA sustainability products, services and commitments. Individuals can see the impacts of their own actions and compete with others to have the biggest positive impact. Challenges can be set up for a fixed time period, allowing co-workers or customers to compete for prizes, according to a press release.