How retail stores are responding to consumer demand for more sustainable products
Goodvertising author Thomas Kolster tells us how IKEA is helping customers change for the better
The top Google search of 2022 wasn't for an item, a TV show or a trend. Instead, it was: “Can I change?” In this excerpt from his D&AD Festival talk Do you feel the pressure to be purpose led, author of Goodvertising: Creative Advertising That Cares Thomas Kolster asks how brands can do away with green-washing and create effective, lasting change. "The best things in life aren't things," Kolster argues.
We don't need more stuff, he argues — instead, we need companies who might help us make our world better. Using the example of the IKEA planning studio, he outlines how the brand’s new stores have become less about retail and more about transformations that help build communities. He says, “This is the first time IKEA has started doing smaller stores that just aren’t focussed on selling stuff, but that have designers in-store to help us put together our dream houses, which is quite a different way of thinking.”
Watch more highlights from D&AD Festival talks here.
