By Belén Frau, Global Communication and Positioning Manager at Ingka Group
At IKEA, we’ve always believed in the power of purpose. Our vision to create a better everyday life for the many people is ambitious, but it’s also beautifully simple. And when we say “the many,” we mean everyone, especially those with smaller wallets, tighter spaces, and bigger dreams. For us, purpose isn’t just a slogan. It’s a compass that guides every decision, from how we design our products to how we show up in people’s lives.
In a world that’s moving faster than ever, with uncertainty around every corner, I’ve found that purpose brings clarity. And clarity builds trust. Without trust, there’s no growth, not for brands, not for people, not for society.
In a fast-changing world, showing up with humanity and useful joy – online and off – keeps us anchored and connected. But staying relevant today is about more than just being present in a market. It’s about cultural proximity, being truly close to how people live, what they care about, and what keeps them up at night. It means moving beyond the traditional model of simply opening a store and expecting people to come. It’s about listening, adapting, and showing up in ways that are meaningful, empathetic, and sometimes even surprising.
People’s lives have changed. They’re more local, more digital, more connected, and often more resourceful. What did we do at IKEA? We got closer. We reimagined what it means to be present. We opened stores in city centers – Copenhagen, Paris, Vienna, London – not just with our iconic meatballs and wardrobes, but with empathy and curiosity. We created pop-ups like the House of FRAKTA, giving people the chance to personalise the blue bag they already love. We said: We see you. We get you. We’re not waiting for you to find us, we’re coming to you.
And it’s working. We’re meeting new audiences, especially younger, urban dwellers who may never have stepped into a traditional IKEA. They tell us: “This feels more like me.” That kind of feedback isn’t just nice to hear, it’s a signal. Physical proximity gets us in the door, but being culturally present is what truly earns us a welcome.
That’s why we listen. Deeply. Our Life at Home Report, now in its 11th year, gives voice to more than 38,000 people in 39 countries. What we’re hearing is powerful: nearly half of them feel their real home lives aren’t visible in today’s media. That’s a gap we’re committed to closing. Real life is messy, creative, joyful, sometimes chaotic. It’s not always picture-perfect, and we’re okay with that.
This mindset shapes how we show up in the world. Take Paris Fashion Week. We didn’t go to chase trends. We went to champion inclusion. With IKEA+, we hosted a four-day cultural takeover, including talks, music, design experiences, and a stunning Annie Leibovitz-curated exhibition with young creators from around the globe. It wasn’t about fashion, it was about self-expression, affordability, and representation. The result? A 25% lift in cultural relevance. Gen Z saying, “This brand is for me.” Becoming the top voice among non-design brands. Not a marketing stunt, but a real strategy.
We took the same approach in cities like Milan and London. Before opening our Oxford Street store, we reimagined the housewarming party, hosted pop-ups in kebab shops, libraries, and coffee spots. We blended offline and online, and co-created with Londoners through interactive polls, live streams, and social storytelling. Eighty percent of our digital and in-person pop-up guests were under 35 – proof that genuine affinity is built where people already connect, on the street and on their screens.
This year we are putting extra love into Cooking & Eating, because meals bring us together. In Milan and Rome, we are creating interactive spaces to remember those who should never be missing at the table. And across eight cities, we are setting tables in surprising places to tell real, local stories, reminding us that being physically present is good, but cultural closeness? That’s what really opens doors.
IKEA isn’t perfect, and we’re not trying to be. But we are committed to showing up with purpose, humanity, and a bit of useful joy. Our values spark conversations both at a coffee shop and in a comment thread. They’re how we invite purpose and optimism into every interaction – digital or physical. Our Democratic Design values – form, function, quality, sustainability, and price – are not just features, but conversation starters. They help us connect on what matters.
Being “a bit punchier” is good for business, yes. But more importantly, it stress-tests our values in a world that’s changing fast. We don’t show up to go viral (though dancing bookshelves might be tempting). We show up because we care about people, about community, and about bringing optimism to the everyday.
Values aren’t just something we talk about internally, they’re promises we make to the world. The brands shaping the future aren’t just reacting to change. They’re showing up. They’re listening. And they’re moving forward, with purpose and proximity.
Staying close isn’t just strategy. It’s progress. And that’s how we grow, together.
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