Energizing opportunities at IKEA

Sustainability has been a part IKEA’s identity since it’s humble beginnings in Sweden decades ago. Guðný Camilla Aradóttir is the Sustainability Responsible at IKEA Iceland, taking care of sustainability issues. The goal of the brand is to eliminate waste at all time.

IKEA’s sustainability strategy, titled People & Planet Positive, set out some ambitious goals for the brand to head towards more sustainability. IKEA operates wind farms around the world and has installed solar panels on the rooftops of its store locations around the world, installed panels on office buildings and even sold solar panels for homes at some of its locations.

Sustainability as a brand asset

Eneco was one of the first of the established energy utilities in the world to become fully renewable and became the frontrunner in the Dutch energy industry in the production of electricity from sustainable sources. Regine Alewijnse, Brand Manager of Eneco presented the brand’s story and the challenges that are facing truly renewable companies when many companies in the energy value chain present themselves as renewable when in fact, a majority of them are renewable only as far as the marketing message goes.

To further the point, Regine explained how sustainability can become more than a hollow marketing message, by making sustainability a valuable brand asset.

Eneco’s approach has not only been to offer renewable energy and offer customers a choice but also to enable customers the possibility to monitor their energy usage and helping them to cut down usage without noticing it by offering software that monitors and detects usage.