28 Nov, 2023

IKEA People & Planet Consumer Insights and Trends 2023

Research into sustainable living conducted by GlobeScan for Ingka Group (IKEA’s largest retailer) has identified five key ways to keep people motivated to take action on people and planet, and boost individual empowerment.

Key Findings:

  • Provide solutions to help people save money and support people and planet.

  • Help people prioritise the most impactful and easiest actions and tell them what their impact is.

  • Signpost responsible purchase choices, clearly label sustainable products and communicate co-benefits.

  • Continue to engage the many people on people and planet topics – rationally and emotionally.

  • Push for legislation and incentives from government, and action from business on climate, protecting and restoring nature, and reducing inequality.

This research was carried out among over 33,000 people in 30 countries in 2023 to learn more about how people think, feel, and act in relation to people (inequality, community, human rights) and planet (climate, consumption, circular). GlobeScan and Ingka Group have been monitoring how these attitudes and actions have evolved over time through similar research conducted in 2017, 2019, and 2021.