IKEA CSO: Sustainability Must Stop Being Luxury for the Few
IKEA CSO Karen Pflug is calling for governments and businesses to construct a “fairer system that makes climate action possible” for everybody, regardless of income.
In a blog during London Climate Action Week, Karen shares her thoughts and the results of IKEA’s latest survey of its customers, in partnership with GlobeScan.
She concludes that the majority of people want to do their bit for the planet, but that sustainability has to be in tandem with affordability.
The need to listen and act
Karen, who was recently named at number 17 in Sustainability Magazine’s Top 250 Women in Sustainability 2025, says the survey reminds her that “people care deeply and want to make a difference”.
She adds: “That’s not something we should take for granted. It’s something we should build on.
“With our size and scale, it is both our responsibility and our opportunity to learn more about their hopes, dreams and needs to make sustainable living the norm.
“That’s why, in partnership with GlobeScan, we regularly ask people how they feel about climate and sustainability. This year’s insights tell a clear story: people want to act.”
Karen says the climate conversation is often about what individuals are not doing, but says that ignores a “powerful truth – most people are already taking action in their daily lives and 81% say they want to do more”.
Affordability: A big barrier to sustainability
Karen says the survey shows that the biggest driver behind sustainable choices is cost, not apathy.
She says: “Over half of respondents in our research said saving money is the biggest driver behind sustainable choices.
“Sustainability can’t be a luxury for the few – it has to be the easy, obvious choice for the many.”
Karen adds that IKEA’s vision is to make life easier for everybody, “especially those with thinner wallets”, by offering high-quality, low-priced and sustainable solutions for life at home.
An opportunity for businesses
She says businesses have a responsibility to remove the barriers, earn trust and show people what they have to gain.
“Because when sustainability means healthier lives, money saved and a better future for their families and communities – what’s not to love?”
That responsibility is alongside strong expectations from customers, who “want businesses and governments to step up – not just with bold words, but with practical solutions that fit into their lives”.
Karen adds: “They want to be part of something bigger, to see how their choices contribute to collective progress.
“That’s the moment we’re in: a moment to move beyond ambition and lead with agency and optimism.
“A time for business to show that sustainability isn’t just the right thing to do – it’s the smart thing to do.”
Making sustainable choices simple
Karen says IKEA’s focus is on making sustainable choices simple, affordable and desirable, by offering solutions that fit into everyday life – from Buy Back services and second-hand areas in stores, to spare parts and repair support that prolong the life of products.
She adds: “We are also improving how we communicate the sustainability behind our products, with clearer information and more transparency on recycled content or responsibly sourced wood.”
The company works with others through initiatives like the We Mean Business Coalition, the Climate Group and Action Speaks to align with science, advocate for better policy and enhance how businesses talk about climate.
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