Consumers are demanding brands that set precedents in the path of sustainability and care for the environment. IKEA has been the latest to join with a new project that it has decided to call Dial(h)ogar. A play on words that defines the idea: bringing together dialogue to ensure that the “home”. Which would be the planet, is safe. It is a space for consultation and conversation with customers, employees. Suppliers and other audiences whose intention is to detect relevantly. Aspects of sustainability for the different audiences. Once the points are clear, they will be aligned with the strategy of the furniture giant in Spain.
“We want Dial(H)ogar because at IKEA we believe that the planet is not a place but the home that we all share,” says Luisa Alli , director of communication IKEA in Spain. “And in light of the threats posed by both climate change buy email leads growing inequality accentuated by the pandemic, this home we share needs us more than ever. We all deserve a real home and this exercise is one more step to get it », she continues explaining.
“We Have Verified How Sustainability
And investment in taking care of this great home called the planet are postulated as key in the post-Covid retail market ”, concludes the expert. IKEA consolidates its commitment to sustainability and the environment IKEA’s commitment to sustainability is not new. The company announced last week the investment of 4,000 million euros in the global transition towards a future with renewable energies. In addition, its ‘People and Planet Strategy’ will also reach Spain, with the collaboration of almost 11,000 participants in its ‘I Materiality Study’ , which is now starting its second phase.
In the first, information was collected on the issues that most concerned the participants, such as the responsible consumption of raw materials , the reduction of waste or energy efficiency. The second phase will continue in that space called Dial(h)ogar . Through “focus groups”, IKEA plans to involve the media, Public Administrations, trade unions and employers in the sector, universities, as well as expert and prestigious associations in the world of sustainability. The pandemic has been a great challenge in every way, and as it marks an obligation to be with consumers. From Acesur they recognize that their digitization project had the right circumstances to be efficient. In the processes and reach the final consumer. Meanwhile, Llorens added that ” the brand is a meeting point between the strategy and capabilities of a company and the needs and aspirations of people “.
On the Other Hand, Llorens Points Out That to Convince
CEOs to bet on the brand , it is necessary to speak the language of the Council, that is. ” Support the arguments with data, with metrics, with numbers, not only with opinions “. The president of Summa considers that targeting the brand is targeting people. “The client asks us to be more aware of our impact on the environment and that companies be more humane. They increasingly take these aspects into account in their decisions.” Thus, commitment is a necessary value to build your brand. Without a doubt, everything that happens in a company helps to build it. In this context, the participating executives affirmed that ” investing in a brand is investing in social responsibility and business growth “. Although you do have to prove it with hard. Fast business data and you can do little things that add up and build brand values. Which in turn generates long-term momentum.
