Creating a better everyday life for the many people.
Design, accessibility, inspiration, sustainability.
Warm, friendly, positive, creative, inspirational, for everybody, Swedish.
“The wonderful everyday” (UK)
“Make the dreams yours” (US)
1. “Why We Make” (2020, US)
2. “Lamp Recycled” (2018, Canada)
3. “IKEA – Hooray! To The Wonderful Everyday” (2017, UK)
4. “Wonderful Life” (2016, UK)
5. “Every Other Week” (2016, Sweden)
“Our vision and business idea
At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
In 1994, Ikea launched a campaign in the US which is believed to be the first to feature a homosexual couple; it was pulled after several weeks due to terrorist threats directed at Ikea stores.
1. Ad Age on the “Why We Make” campaign
A. Pasquarelli, “Ikea Spells Out Its Commitments In New Brand Campaign For U.S. Market”, Ad Age, Jan 2020,
2. “The wonderful everyday” case study
L. Tiersen, K. Mackay, “Ikea And The Pursuit Of Everyday Wonder: How The Retailer Revived Its Fortunes”, Campaign, Oct 2017,
3. Adweek on the “Make The Dream Yours” campaign
R. Klara, “Ikea Says The American Dream Is About More Than Just Buying Stuff”, Adweek, Sep 2016,
4. Ikea explains its brand vision
“Life At Home – Where Our Vision Begins”, Ikea, Dec 2013,
http://www.ikea.com/gb/en/, http://www.ikea.com/us/en/, http://everyday.ikea.com/au/en, https://www.facebook.com/IKEAUSA, https://www.facebook.com/IKEAUK/, https://twitter.com/ikeauk, https://en.wikipedia.org/wiki/IKEA, https://www.instagram.com/ikeausa/, https://www.instagram.com/ikeauk/?hl=en, https://www.pinterest.com/IKEAUSA/, https://uk.pinterest.com/IKEAUK/, https://www.youtube.com/user/IKEA, https://www.youtube.com/user/ikeauk, https://www.youtube.com/user/IKEAUSA, https://www.linkedin.com/company/ikea-group