evidence and ideas. applied.

Climate Action Starts At Home – IKEA & GlobeScan Consumer Study

IKEA Group / GlobeScan study | Climate Action Starts At Home
Caroline Holme

For many of us, climate change is a distant, complex issue that is difficult to understand. Most people recognise the problem and many are worried about it, but they can’t connect with how climate change will affect them personally and what they, as individuals, can do about it.

As the world’s temperatures rise and consumer behaviour remains stuck at unsustainable levels, an urgent question for business, governments and civil society is: How can we engage people across the world to act on climate change?

GlobeScan partnered with IKEA Group (Ingka Holding B.V. and its controlled entities*) on an in-depth consumer study to understand how people currently think and feel about climate change, what people are doing to take climate action in their daily lives, and how to motivate and enable them to do more.

We conducted focus groups with over 200 people in Asia, Europe and North America and designed an online quantitative study with more than 14,000 consumers across 14 markets.  The insights from this research are informing how IKEA Group can inspire and enable their co-workers and customers to take positive action for the climate.

We are now sharing what we’ve learnt, to help businesses, policymakers, campaigners and media to mobilise greater climate action among millions of people across the world.

Our research study explores answers to some key questions about:

  • Attitudes – how do people feel about climate change?
  • Action – what are people doing about climate change?
  • Activation – what encourages people to act on climate change?

We identified four consumer segments according to their beliefs, levels of empowerment, and the kinds of solutions they look to. And we developed a Climate Activation Framework to explain how we can engage people on climate change.

IKEA Group / GlobeScan study | Climate Action Starts At Home

Read the full ‘climate action starts at home’ REPORT

You can find out more about the study in a blog on the World Economic Forum Agenda – here, Pia Heidenmark-Cook, Chief Sustainability Officer of IKEA Group, shares her point of view on the key findings. Read Pia’s featured blog here.

* Ingka Holding B.V. and its controlled entities is the biggest IKEA franchisee, with more than 364 stores in 30 markets.

On September 25, GlobeScan and IKEA Group hosted a webinar to share the learnings from Climate Action Starts At Home. In this webinar Pia Heidenmark-Cook, Chief Sustainability Officer of IKEA Group and Chris Coulter, co-CEO of GlobeScan presented insights from our study and discussed their implications with expert panellists:

  • Virginie Helias, VP Global Sustainability, Procter & Gamble
  • Jessy Tolkan, Head of Labs & Executive Director, Purpose Climate Lab
  • Zach Abraham, Director of Global Campaigns, WWF International

Download the presentation slides

Full Recording:

Research Findings:

Virginie Helias presentation:

Jessy Tolkan presentation:

Zach Abraham presentation:

Panelist discussion and Q&A:

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