Most of us know our way around a recycling bin by now. It is a given we have broken up with plastic bags and instead carry a tote bag everywhere we go. But what of other objects lying around our homes, the ones that could easily become a whole lot more useful than landfill?
Assistant Editor, BITE
The Lagom Collection is IKEA Group's first ever £0 range. We created simple ideas to give things you already own a new lease of life, rather than encouraging you to buy more. It’s a bold move from our client, who’s determined to put sustainability before profit.”
Most of us know our way around a recycling bin by now. We know which one is for plastic and which for tins; we never throw away old soup pots but rather dutifully carry our lunch to work in them. It is a given we have broken up with plastic bags and instead carry a tote bag everywhere we go. But what of other objects lying around our homes, the ones that could easily become a whole lot more useful than landfill?
According to a House of Commons Environmental Audit Committee report, 13 billion plastic bottles were used in the UK in 2017; but only 7.5 billion of those were recycled. The remaining 5.5 billion end up as landfill, litter or are incinerated. But what if you used that bottle you picked up in a hurry as a plant pot instead of landing it in the nearest bin?
This is the more sustainable mindset that IKEA want to instil in their customers especially when it comes to life at home. Working with Proximity London, they introduced ‘The Lagom Collection’, a line of products that don’t cost a thing. This includes said plastic bottle as planter but also upcycled storage jars and wooden spoons turned into a trellis.
The collection takes its name from the Lagom philosophy which, taking inspiration from Goldilocks, means “using just the right amount to live.” The collection emphasises the simplicity of the changes consumers can make, making it quicker and easier to make a change through three key ways of living: Grow Your Own, Waste Reduction and Home Efficiency.
The reality, when it comes to long term sustainability is that we all need to buy less stuff. This of course is not particularly beneficial for businesses that benefit from selling us that stuff. Campaigns like this however demonstrate that sometimes a brand doesn’t need to sell but can rather inspire their customers to make a small but nonetheless positive change.