For 2020, the Swedish furniture giant thought of an initiative that has left everyone open-mouthed. In view of Black Friday, which falls on the fourth Friday of November, Ikea has announced the #GreenFriday campaign with which it invites its customers to resell their used ikea furniture in order to give it a second life. The initiative will take place in 27 different countries, between November and December, on different dates. In Italy, for example, it will occur between 27 November and 6 December, in Spain from 23 to 29 November.
“Furniture that is no longer needed in a home – reads the website – can be revived in another home, with an advantage for those who resell them and those who buy them”. The aim is to promote more informed and sustainable consumption choices, both for the planet and the consumers.
The Swedish brand thus launches an alternative Black Friday in the name of eco-sustainability and circular economy, perfectly in line with the company’s shared values of environmental sustainability. In fact, they have promoted many initiatives for the planet over the years. The last of a series of ambitious good resolutions is about the promise of becoming a circular business by 2030, producing 100% circular products and using only renewable and recycled materials.
Pia Heidenmark Cook, chief sustainability officer at Ingka Group says: “The IKEA vision has always been to create a better everyday life for the many people, which right now means making sustainable living easy and affordable for everyone. Being circular is a good business opportunity as well as a responsibility”.
And then she adds that “the climate crisis requires us all to radically rethink our consumption habits. A circular economy can only be achieved through investment and collaboration with customers, other businesses, local communities and governments, so we can eradicate waste and create a cycle of repair, reuse, refurbishment and recycling.”
How does it work
Clients that want to resell their furniture, can first consult the dedicated webpage on the site to check service conditions and here they can also have a preliminary valuation before going to the store for the final evaluation. Based on the condition of the furniture, Ikea will give its customers an IKEA Refund Card with a value up to 50% of the original price of the product. For Ikea Family Members, the value of the IKEA Refund Card will be increased by an additional 50%. The voucher will be valid for two years.