Once thought to be only applicable to scouts and campers, survivalist schools have gone mainstream in the US. Amid escalating climate anxiety and planet pessimism, more Americans are turning to a ‘doomsday prepper’ mindset as a way to achieve a sense of security.

With the need for drastic climate action more apparent than ever, people’s lifestyles choices are coming under intense scrutiny. Is it possible to live in comfort and luxury in a way that minimises harm to the planet? Proponents of ‘hedonistic sustainability’ believe it can be done.

The COVID-19 pandemic simultaneously exposed people to the impact of climate change and distracted their attention from it, leaving many struggling to make the right decisions and take meaningful action. So, how can brands assist Americans in their next steps towards sustainability?

In efforts to help mitigate greenhouse gasses and with the aim of becoming climate-positive by 2030, IKEA is offering households renewable energy. As people become more mindful and aware of sustainability, IKEA is helping to make clean energy more accessible to all.