To Ikea on foot instead of in a Mercedes
The new Ikea store in London's Greenwich district is best visited on foot. At least, that's how the Mother agency sees it.
Ikea continues to position itself as a sustainable company. To this end, the Swedish furniture store has set itself ambitious and concrete goals (Werbewoche.ch reported). From 2030, only renewable and recycled materials are to be used. In the case of wood, the rule will already apply from next year. At the same time, from 2020, the company wants to produce as much renewable energy as it consumes itself.
But of course, immediate measures are also taking effect. According to Ikea, the newly opened store in Greenwich is the most sustainable in the world. And it is to become even more sustainable: By making it possible for as many customers as possible to avoid traveling to the store by car. Thanks to London's well-developed public transportation network, this is not a problem (and should be standard for many car-less city dwellers anyway).
But the London agency Mother suggests an equally appealing idea: The Ikea visit on foot. In times of pedometers and physical inactivity, it can't hurt to go the extra mile now and then. Instead of the common practice at fast-food restaurants of indicating the travel time by car or the walking distance in a few hundred meters, Mother displays on countless posters the number of steps to the Ikea store in question - and alternatively indicates the correct bus connection.
It is quite possible that the campaign will even encourage one or the other city dweller to take a city walk. Because most people today have an idea of the number of steps: 10,000 steps should be taken per day - but without extra effort and with an office job, most (fundamentally motivated) people who are reluctant to exercise fall by the wayside.
The question still remains as to how sensible it is to visit a furniture store on foot. Especially since the Ikea trip is often cited as an example of why it's worth owning a car. Billy and Pax by bus? No thanks. However, today you can have everything delivered to your home from Ikea - and if necessary, you can even tuck any tea lights under your arm when you make your way back... on foot.
