Big box, big responsibility
You know those minutes (and sometimes hours) when you are just waking but you are still moving between the dream state and awake state? While tossing and turning this Tuesday morning, I noticed myself thinking about Ikea. (Really, I care about this stuff.) In mid-toss I considered Ikea's less than stellar eco-footprint. My brain said "It's cool. They know the power the've earned. They are going to use it responsibly."
That same evening I stumbled upon this article. It seems that they do know, from the bottom-line up, that the only economy that wins is a truly circular economy, and they are acting on it. While we may still be trashing cheap furniture in a land-fill, I won't be forever. They are designers. They figured out how to pack it flat in a box. I know they can figure out how to make it green.
Article: Ikea Puts Purpose First in New Campaign Designed to Tell More of Its Brand Story