Inside IKEA's strategy: building a resilient circular business

What if buying second-hand felt exactly like buying new?

In this episode of the Circular Economy Show, we explore how IKEA is embedding circular principles into its core commercial strategy. Fin is joined by Conor Hill, Global Director for Circular and Sustainable Living at IKEA, who shares how the brand is delivering measurable impact, all while making circularity affordable and accessible for their customers.

Watch the full episode to find out how implementing a Buyback & Resell model has enabled IKEA to:

• Allow their consumers to become active participants in the circular economy. 
• Use tailored marketing tactics to drive increased brand awareness and business resilience. 
• Use data to understand friction points, optimise loyalty strategies, and keep customers engaged.

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