IKEA and their devotion to people

IKEA has always been an adventure, at least it is when I go with my daughter. Covered in gravy and excited to see furniture my whole trip seems to turn into one giant impulse shopping spree. During my most recent trip I focused on the other shoppers rather than the plethora of goods. There were families discussing décor ideas and kids playing in the children rooms. Thoughtful decisions were being made and memories created. Other than looking like a big weirdo watching people buy furniture I feel like I learned something. There were people of all colors and creeds all sharing the same interest in products.

Recently IKEA released an ad showing kids taking a Christmas tree out of a house and placing it in the woods with other trees. The ending says “The best gift is being together”.

IKEA Operation Treenapping –

IKEA is a household name and known for their gigantic stores with a seemingly never-ending product list of funny names. In their 2017 catalog there is an ad depicting a same-sex couple with a banner in the foreground reading “All homes are created equal”. While this was not the first time IKEA embraced the LBGT community it is what people needed to see at this point in time. IKEA is displaying unity as a celebration of differences. They are placing importance on bringing homes together in more way than one. The newer ads show how IKEA furniture can successfully intersect with life.

All Homes Are Created Equal –

IKEA Declares “All Homes Are Created Equal” In New Ad Featuring Gay Couple

IKEA Dining Room (1994) –

IKEA embraces how simply living life and creating memories have replaced the desire to hoard material objects. This could explain why in some parts of the country “Tiny Living” has exploded. The emotional responses that IKEA is aiming for with the short ads is resonating with consumers. They are able to break down barriers by showing how all families are relatively the same.

 

 

IKEA The Dream –

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6 Responses to IKEA and their devotion to people

  1. Manfred says:

    Ikea is the low-mid range price point punch line to the “assemble it yourself” joke which puts the consumer in the center of a living room with parts to a cabinet strewn about the floor. That is until you actually go to one.

    Convenient, quality, sleek design, delicious food so you can sustain yourself and keep shopping, kid friendly play areas where you can drop the kids off while you shop… This is serious business folks. These Nords know their consumer, how they shop and why, and most importantly how to treat them when they are in-store.

    Now, it seems that they are extending the welcome mat to all demographics including the LGBT community.

    Again, showing that they are in tune with their consumers (ALL of their consumers). The trick is showing that this level of inclusive is not only the right thing to do but also helps the bottom line. Maybe then, other companies will follow.

    • Barbie says:

      The line about “sustain yourself and keep shopping” is so, so right. Ikea’s incorporation of a restaurant within the store is absolute brilliance.

      To Ikea’s defense, I find assembling their furniture relaxing. I often daydream of moving so that I can buy more Ikea furniture. (Odd, I know.)

  2. Ethan says:

    Nathan,

    I like the blog entry on Ikea, and everyone is equal for two reasons. First, the advertisement conveys outreach. Second, the ad conveys inclusiveness On a side note, as demographics evolve marketing is critical for the growth a business and sustaining value.

    Ethan

  3. Ethan says:

    Nathan,

    Nice blog entry on Ikea, and everyone is equal for two reasons. First, the advertisement conveys outreach. Second, the ad conveys inclusiveness On a side note, as demographics evolve marketing is critical for the growth a business and sustaining value.

    Ethan

  4. Martin says:

    Nathan,

    Great post! You are spot on referencing Ikea’s marketing campaign and embracing the LGBT community. Your thoughts about tiny living are highly intriguing. I have personally experienced this phenomena and recently downsized our home. My wife and I have embraced the less is more model and have significantly removed waste from our lives. We recently sold our 3500+ square foot home for a 1500 square foot home. We reduced our living arrangement by a living room, two bed rooms and two bathrooms. We simply realized we did not need all the space, nor the furniture to fill it or the energy to keep it cool or warm. It was our way of helping our environment and have found so many others are doing the same. Our kids have not missed it either. We are now more comfortable within our means and are happier because of it. We have also purchased knick knacks from Ikea and love the value proposition they offer. Thanks for sharing!

    • Nathan says:

      Martin,
      That is quite a size difference! I made a similar transition when we transferred to Southern California. It’s amazing that you are setting such a great example for your kids by keeping such a small footprint on the environment. Thanks for the reply!
      Best,
      Nathan