Ikea is seeking to shake off a reputation for disposable furniture with a new campaign which seeks to open people’s eyes to the possibilities inherent to re-using old furniture rather than buying new.
The sustainability drive centres on The Stuff Monster, a shambling agglomeration of second-hand Ikea products which serves as a metaphor for being weighed down by excess material goods.
The campaign depicts the monster slowly disembowel itself by passing on surplus items to strangers to be used, becoming lighter and happier as the process continues before the human behind the monster is ultimately revealed as the last of her possessions are passed on.
Anna Granath, a product developer at Ikea of Sweden, said: “We need to find alternatives for a circular system. Not only is it a model for a greener and healthier planet, but it’s also a mindset. And Ikea is embracing it.”
Produced by Rethink for Ikea Canada, the campaign is a direct response to surveys showing that consumers are becoming increasingly overwhelmed by their possessions and are seeking ways to declutter while minimising landfill waste.
This fits with Ikea’s sell-back program which enables customers to return undamaged store furniture in exchange for store credit, part of its efforts to become a fully circular business by 2030.