Ingka Group: Leaders Should Drive Affordable Sustainability

More than six in 10 people worry about climate change, according to a new report from Ingka Group, which controls the majority of the world’s IKEA stores.

Partnering with independent insights firm Globe Scan, Ingka's biennial survey of more than 30,000 people across 30 countries finds that almost half feel personally impacted by climate change.

Concern and knowledge are highest among households with children and 18-24 year-olds, while 45-64 year-olds know the least.

Over eight in 10 take some form of climate action, yet many feel constrained by costs and by uncertainty about which behaviours have the biggest impact.

Saving money is the strongest incentive, followed by health benefits, ease of action and practical advice. Karen Pflug, Chief Sustainability Officer at Ingka Group, says: “The world can only be sustainable if everyone can afford to live more sustainably.”

Consumer demand for corporate leadership

The Ingka-GlobeScan report shows people want governments and business leaders to lead by example, taking more action in their operations and supply chains.

A significant 71% want better communications from companies on the environmental and social impacts of their products and services. Values are also influencing purchasing: 36% of respondents boycott brands if they treat employees and supply chain workers unfairly.

The report details five ways companies can accelerate climate action:

• provide affordable, sustainable products and services
• build confidence by guiding people toward the most impactful and easiest actions
• clearly label sustainable products and link benefits to health, family and financial savings
• make sustainability inspiring with creative, science-based approaches
• drive change through leadership, advocacy and collaboration.

Young climate champions

Under 30s emerge as the most engaged group, with 36% claiming to take action most or all of the time.

Younger consumers are more likely to adopt smart technology to save money, yet they are less likely to rely on traditional energy-saving methods such as saving water or using efficient light bulbs.

They are also the most likely to follow vegetarian or vegan diets, but are the least confident when it comes to storing food properly or avoiding food waste.

Reflecting Ingka Group’s approach, Karen said: “We believe sustainable living should not be a privilege, which is why we work to make it both accessible and affordable for the many.

“Sustainable living also needs to be easy and desirable - so that choosing the better option becomes a natural, everyday choice.”

Closing the action-impact gap and driving circularity

While most people report taking daily climate action, the report finds these efforts do not always focus on the highest-impact behaviours.

People are very likely to store food correctly, recycle and use energy-efficient lighting, but less likely to actively support sustainable causes, generate their own energy, car share or adopt plant-based diets.

Some 44% say not knowing which actions have the most impact prevents them from doing more.

Encouragingly, circular habits are becoming mainstream: 70% try to repair, sell or donate broken or unwanted furniture, and one-fifth buy second-hand furniture or household items most or all of the time - choices that support a circular economy and keep products out of landfill.

The expectation on business is clear, but so is the pathway: affordability, clear guidance and transparency build consumer confidence and accelerate impact at scale.

“Most people want to take climate action,” Karen said on LinkedIn, “So why isn’t it happening fast enough?

“Real progress will only happen when responsibility is shared, and when businesses and governments make systemic changes that make sustainable choices accessible, affordable and attractive for everyone.”