Accenture & IKEA Project Sustainability & DEI

As more light is shed on the environmental impact of brands’ products, services and processes, many have launched sustainability initiatives - but where certain brands and marketers are seeing a tangible impact on consumer behaviour, is in their in-store, retail campaigns. One such project, launched last year, was IKEA’s ‘CIRKULÄR’ campaign, a circular exchange that saw the furniture giant buy used IKEA furniture from its customers, refurbish the items, and sell them at a reduced price.