Innovators By Current Global

"We've been set up as a business to understand how people live and to provide solutions that help them live better," says Joanna Yarrow, head of sustainability and healthy living at Ikea, on TheCurrent Innovators podcast. Since its inception 75 years ago, the Swedish flatpack retailer has been known for affordable – and arguably, disposable – furniture that is a staple in young people's homes. But after identifying a shift in how we consume and live our lives, Ikea is on a much bigger mission, which is to think of what products and services it can provide that support consumers to live more sustainably, and more healthily, everyday, Yarrow explains. Speaking to Rachel Arthur, she says that sustainability has always been at the core of Ikea, but one of the biggest mistakes it has made is not to have engaged with consumers on their sustainable journey up until now. But times have shifted, and with mainstream consumers now maturing from supporting a single cause, such as saving water, to attempting