By Karen Pflug, Chief Sustainability Officer, Ingka Group
As I join the conversations at London Climate Action Week, I’m struck by how much has changed in the world since we last gathered – and how much hasn’t. Across the globe, people are facing overlapping challenges: rising living costs, growing uncertainty in daily life, and the ongoing effects of climate change. And yet, despite this complexity, one thing is clear: people care deeply and want to make a difference.
That’s not something we should take for granted. It’s something we should build on.
With our size and scale, it is both our responsibility and our opportunity to learn more about their hopes, dreams and needs to make sustainable living the norm. That’s why, in partnership with GlobeScan, we regularly ask people how they feel about climate and sustainability. This year’s insights tell a clear story: people want to act.
Too often, the climate conversation focuses on what individuals aren’t doing. But that overlooks a powerful truth: most people are already taking action in their daily lives, and 81% say they want to do even more. What’s holding them back isn’t apathy – it’s uncertainty. People want to do the right thing, but they need to know it makes a difference, and they need it to be easy and affordable.
Sustainability and affordability must go hand in hand
The biggest driver behind sustainable choices? Cost. Over half of respondents in our research said saving money is the biggest driver behind sustainable choices. Sustainability can’t be a luxury for the few – it has to be the easy, obvious choice for the many.
At IKEA, our vision is more relevant than ever: to create a better everyday life for the many people. Especially those with thinner wallets, by offering high-quality, low-priced and sustainable solutions for life at home. It’s good for people. It’s good for the planet. And it’s good for business.
The business opportunity: making it simple, affordable, and desirable
That’s where business comes in. The real opportunity is to remove the barriers, earn trust, and show people what they have to gain. Because when sustainability means healthier lives, money saved, and a better future for their families and communities – what’s not to love?
People expect action. They want businesses and governments to step up – not just with bold words, but with practical solutions that fit into their lives. They want to be part of something bigger, to see how their choices contribute to collective progress. This is especially true for young people (aged 18-24), and for those living with children, who report the highest levels of concern about climate change. They’re not waiting for someone else to solve it. They are asking for partnership, transparency, and a fairer system that makes action possible.
That’s the moment we’re in: a moment to move beyond ambition, and lead with agency and optimism. A time for business to show that sustainability isn’t just the right thing to do – it’s the smart thing to do
At Ingka Group, we’re focused on making sustainable choices simple, affordable and desirable. That means offering solutions that fit into everyday life – from Buy Back services and second-hand areas in our stores, to spare parts and repair support that prolong the life of our products. We are also improving how we communicate the sustainability behind our products, with clearer information and more transparency on recycled content or responsibly sourced wood.
We recognise that we can’t do it alone. That’s why we collaborate with others through initiatives like the We Mean Business Coalition, the Climate Group, and Action Speaks, to align with science, advocate for better policy, and raise the bar on how businesses talk about climate. When we remove barriers, build trust, and show people what they have to gain, joining this movement becomes a strategic imperative for businesses.
We’ll publish the full findings of our People & Planet Consumer Insights & Trends report later this autumn. But one thing is already clear: people care deeply. And when people care, they are ready to protect what matters – especially when they experience the benefits in their lives, homes and communities.
About Ingka Group
With IKEA retail operations in 31 markets, Ingka Group is the largest IKEA retailer and represents about 90% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on www.Ingka.com.
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