IKEA: Choices for Change (Change a Bit for Good)
By 2030 IKEA aim to help 1 billion people to live more sustainably, by turning purpose into action. Choices for Change was an initiative created to encourage consumers to make small sustainable changes that could help the environment and help save them money.
Our goal of 70 million sustainable changes in the UK by the end of this year was an ambitious target that could drive real change. The ultimate aim was for everyone to change a bit for good - that’s one sustainable change per person in the UK. However, change at scale requires many personal changes throughout the whole year, so we used environmental and behavioural data to help identify the most impactful and achievable 'changes for good' at home.
Using the data we had at our disposal we created a real-time totaliser displaying the collective power of small changes. The real-time total was a constant and impactful reminder. The Choices for Change page pulled in data from product sales, as well as energy consumption trends. We translated it into meaningful impacts for the planet, like the equivalent of Olympic swimming pools of water saved by customers using IKEA showers that waste much less water.
Each change was illustrated and animated using my personal illustration style with a colour palette based on IKEA's primary colours. It was important to honour IKEA's brand whilst creating a unique style that reflects environmental concerns in a fun, engaging way.
The campaign was hugely successful, reaching 70 million sustainable actions by 2022! Of those customers who received at least one of our communications, 65% (2.5m) engaged further with sustainability. Choices for Change contributed to customers buying even more sustainably, supporting the 8% uplift in Average Order Value of sustainable-living products.
Copyright © 2026 Stephanie Bryan-Kinns. All rights reserved.