Ikea tries to align sustainability with growth in consumerism

The Swedish home furnishings retailer has set energy and green product targets for 2020, but will its commitments be enough to make consumerism sustainable?

Ikea kitchenBy 2020, Ikea will meet 100% of its energy needs from renewable sources and quadruple sales of more sustainable products, according to its revised sustainability strategy. But are such commitments enough to make consumerism sustainable, or should Ikea consider other business models?

Ikea introduces its 2012 strategy with an assessment of why sustainability is a crucial issue for the company as a retailer. Billions of people are expected to enter the consumer society in the coming decades. While reducing poverty is a cause for celebration, it says, consumerism is already using resources at a rate that is 50% greater than the planet can provide, quoting WWF research.

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