Ikea makes instruction manuals for repurposing its furniture
The brand continues its commitment to sustainability in 'Repurposeful Instructions'
Aug 04, 2021
Ikea’s commitment to sustainability—from plant-based menu items to constructing furniture with recycled materials—has played a starring role in many of its recent marketing campaigns. The company’s buyback program to extend the life of furniture pieces and keep them out of landfills reimagined Black Friday and also drove a campaign advertising a "Trashed Collection." In the company’s latest eco-conscious campaign, Ikea Canada aims to reduce furniture waste with a new kind of instruction manual.
In the style of its well-known (and often bemoaned) how-to pamphlets, the “Repurposeful Instructions” campaign shows customers how to upcycle old Ikea furniture and other items that they're considering throwing out. The guides provide step-by-step details on turning Frakta bags into a hanging garden, Räcka curtain rods into an easel or Ivar shelves into a beehive.
“We really believe in the power of small, sustainable acts that people can take in their daily lives,” said Ami Warrington, marketing communications specialist at IKEA Canada, in a statement. “In addition to becoming a fully circular business by 2030, IKEA aims to help our customers and co-workers make lots of little changes to live more sustainably in easy and inspiring ways, like those featured in our Repurposeful Instructions.”
The manuals as well as links to additional tips on sustainable living and Ikea’s commitment to the environment can be found on the campaign’s landing page.