IKEA CSO Karen Pflug's Top Five Hopes for a Sustainable 2025

As the world marks ten years since the Paris Agreement, Karen Pflug, Chief Sustainability Officer at Ingka Group (IKEA's holding group), is reflecting on the challenges and opportunities that lie ahead.

In her three years as CSO for Ingka, Karen has made a huge name for herself in the field of sustainability, guiding the IKEA brand through countless exciting ESG initiatives and overseeing the company's 'People and Planet Positive' strategy.

As 2025 begins, Karen has listed five of her biggest hopes for a sustainable year - developments that she is hopeful will accelerate sustainable change in what she describes as “a decisive year for action.” 

1. Addressing inequality through intersectionality

First of all, Karen reflects on the compounding impacts of global crises—whether that is pandemics, climate change or geopolitical conflicts—can have on our world's most vulnerable populations.

“Inclusion is no longer optional; it’s fundamental to building a resilient world,” she says, arguing for the necessity of integrating human rights and social equity into corporate sustainability strategies.

She calls for policies that ensure marginalised voices, including women, indigenous communities and younger generations, are not only heard but actively included in decision-making processes.

“Immediate and long-term public policies are essential to enhance basic rights in areas such as employment and social inclusion,” she explains.

2. Nature-based solutions at the core of climate action

Karen is unequivocal about the need to prioritise nature in tackling the climate crisis.

“The success, relevance and resilience of businesses will increasingly depend on how they address the nature crisis,” she says.

This approach, she argues, must involve integrating nature into corporate decision-making and aligning climate action with biodiversity protection.

Her anticipation of COP30 in Brazil underscores the importance of assessing progress since the Paris Agreement.

Karen views the conference as a pivotal moment to unite efforts addressing both climate and nature loss, a dual challenge that demands coordinated action across sectors.

“This is a subject especially close to my heart,” she explains.

3. Kickstarting the circular economy

The circular economy emerges as another key priority for 2025. Karen calls for policies that transform waste management and production practices, citing Ingka Group’s support for the EU’s Circular Economy Act.

“This initiative has the potential to reframe waste as a valuable resource and strengthen the EU's recycling industry,” she explains.

She also advocates for harmonised Extended Producer Responsibility (EPR) schemes, emphasising their role in improving recycling rates and reducing landfill dependency.

These measures, Karen argues, are vital to addressing the root causes of climate change by overhauling consumption and disposal systems.

4. Affordable sustainability for the masses

Making sustainable living accessible is a cornerstone of Karen’s vision.

She points to research conducted by Ingka and GlobeScan showing that, while 65% of people globally take personal action on climate change, only 6% are willing to pay more for sustainable products.

“At IKEA, we have always believed that sustainability and affordability should go hand in hand,” she explains.

This belief drives her call for brands to collaborate in creating affordable, sustainable options for consumers.

She views this as a critical opportunity to inspire behavioural change and reduce emissions at the individual level. “People should not need to pay more,” she insists, reflecting IKEA’s commitment to bridging the affordability gap in sustainability.

Mike Barry, one of the UK's foremost Climate Communicators, believes this point is of particular importance.

"Much of the backlash against net zero in particular and more generally sustainable is enabled by the vacuum caused by the lack of mass citizen participation in the shift," he says.

"People cannot see relevance to their everyday lives. Brands like IKEA can play a key role in democratising more sustainable consumption choices in the mass market.”

5. The role of storytelling in climate action

Karen champions the power of communication as a tool for climate action.

Quoting climate scientist Johan Rockström, she notes that sharing knowledge—whether through personal networks or public platforms—can drive informed decision-making.

“We must inspire people to act,” Karen states, advocating for transparent, fact-based storytelling to counter misinformation and galvanise collective action.

She calls on businesses and organisations to use their voices, emphasising that compelling narratives can amplify solutions and build trust.

Karen warns against “greenhushing,” the growing trend of brands avoiding sustainability messaging out of fear of backlash.

Instead, she urges them to highlight progress and celebrate positive stories, leveraging communication to foster a sense of shared purpose.

A vision for radical collaboration

Looking ahead, Karen imagines a future defined by collaboration across industries, communities and governments.

She sees 2025 as a year to embrace bold leadership and inclusive solutions, championing sustainability in a way that leaves no one behind.

“Together, we can build a more sustainable and equitable society,” she concludes.

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