I have a strong radar for greenwashing, so when I started reading a recent interview with IKEA Chief Sustainability Officer Steve Howard, I was fully expecting my eyes to glaze over. It didn’t happen.
Three aspects of IKEA’s sustainability strategy stand out as authentic: IKEA’s management team apparently understands climate change as a long-term risk management issue, goes after transformative change instead of just incremental tweaks, and puts its money where its mouth is.
Howard describes IKEA’s view on sustainability as a way to build resilience for an uncertain future, based on solid values, concomitant strategies, and investment to back it all. The company is building its own wind, solar and geothermal capacity to ensure it can meet its own energy needs. Another strategy is to invest in paradigm shifts instead of improving on existing inefficient technologies; rather than improving on CFLs and halogens, IKEA has invested in 100% LED technology. IKEA is also implementing cost-effectiveness and efficiency measures to save money and energy, and proactively considering its role as a furniture provider in a resource-scarce world with a burgeoning middle-class population, and an unstable climate.
Says Howard: “All the challenges are solvable with the solutions we have today, but we don’t have the right leadership, policies and priorities in place. Most political and business leaders are in a state of denial. Sustainability will be a decisive factor in terms of which business will be here in 30 years time. It’s also the future of business.”
We, at LLV, couldn’t agree more.
Image credit: kobaku via Flickr, Creative Commons Attribution