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  • Live Lagom promotes a frugal yet fruitful existence
  • Live Lagom promotes a frugal yet fruitful existence
    IKEA (2016) ©
CASE STUDY

IKEA Live Lagom: teaching Brits to live sustainably

The Danish concept of hygge was everywhere in 2016, but 2017 looks set to be defined by ‘lagom’ – a Swedish way of living that revolves around only taking what you need. IKEA is introducing Brits to this idea through Live Lagom, a project that encourages a more sustainable lifestyle at home.

Location United Kingdom

Scope
“In the West, we have probably hit peak stuff. We talk about peak oil. I’d say we’ve hit peak red meat, peak sugar, peak stuff… peak home furnishings.” In early 2016, Steve Howard, IKEA’s head of sustainability, said we had reached ‘peak curtains’. [1] Now, the furniture giant is encouraging Brits to live sustainably through the Swedish concept of ‘lagom’.

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