#BuybackFriday

Background

Currently, 45% of total CO2 emissions are said to come from the way the world produces and uses everyday products like furniture.

IKEA, committed to a sustainable future, wanted to bring to life the concept of the ‘circular economy’, promoting a culture of repair, reuse, refurbishment and recycling.

Idea

On the biggest shopping day in the world, Black Friday, IKEA offered to buy back thousands of pieces of its old furniture, which it would then resell in its stores.

Provided they were in good condition, IKEA paid up to 50% of the original purchase price for non-upholstered furniture such as sideboards, bookcases, shelving, tables, chairs and desks.

First customers went online and got a valuation via the buy-back tool.

When they returned the item to a store, they were paid in vouchers to spend there.

Anything that wasn’t sold would be recycled or donated to community projects to help those most affected by Covid-19.

Starting in 27 countries, if the idea is a success it will be rolled out globally.

Our Thoughts

These are times when, environmentally speaking, we know we need to be cautious.

Black Friday, by contrast, is disturbing in its celebration of incautious consumerism.

It seems that the most sought-after deals are for smartphones, TVs and laptops.

These are used for a year or two and then chucked. In other words, Black Friday is responsible for an incredible waste stream.

E-waste containing environmentally unfriendly lead, mercury and bisphenol-A.

No wonder more and more brands like IKEA are taking a stand against it.

This clever idea is doing three things for the brand. Firstly, in taking an anti-consumerist stand, IKEA is reinforcing its green credentials. Secondly, it’s cutting through the hysteria in the run-up to the day itself; and, thirdly, it’s actually a product claim about how well made and how long-lasting IKEA furniture is.