Why buy a sofa if you’re only going to be in this location for a few years? IKEA is now trying out new business models.

”Last month, IKEA’s Chief Sustainability Officer, Steve Howard, raised eyebrows at a panel debate by suggesting that in some parts of the world we have reached the point of ‘peak stuff’, a comment that was interpreted by some as a warning that consumer appetite for home furnishings had reached a crucial turning point.”

– “What we mean by ‘peak stuff’ is that we live in a world of finite resources and we recognise that consumption needs to reflect this. At IKEA, we are therefore seeking new ways to meet people’s needs and aspirations whilst staying within the limits of our planet.” Jonas Engberg.