The IKEA Foundation, an independent group that operates IKEA’s global philanthropy, aligned itself with its stakeholders’ expectations by providing low-cost furniture—but to an entirely new group of customers. The United Nations High Commissioner for Refugees recently placed an order for 10,000 IKEA Better Shelter homes, which are 188-square-foot spaces to provide safe housing for refugees worldwide. This project took years to develop and perfect, proving the foundation’s authentic desire to make a positive impact. The IKEA Foundation built these structures to solve many problems in current refugee housing including a lack of structural stability and insulation. These buildings last three years compared to the six months a typical shelter lasts. Continuing to prove their authenticity, the foundation announced they will try to lower the cost of each Better Home to less than $1,000.
IKEA already has a loyal brand following, but this effort can strengthen the attachment between the company and current customers, and it can influence potential new customers to choose IKEA. Creating Better Shelters calls attention to an issue that doesn’t often get center spotlight: the quality of life for refugees.