As we venture into 2021, looking for positive outcomes from a difficult year is top of the consumer agenda. The pandemic has ushered in many changes to everyday lives and encouraged behaviours which will stick. Many of these have been around an increased awareness of the environmental impact of human life, whether that’s remembering to recycle, or simply trying to cook with less waste.

IKEA has been a key force in encouraging consumers to live more sustainably. The business introduced a new plant-based alternative to the iconic meatball which has just 4% of the classic meatball’s carbon footprint. It has also created a Buy Back scheme that will see stores purchase unwanted IKEA furniture in exchange for a voucher to spend in store.

In a new campaign from Mother London, IKEA celebrates the power of slow living, championing those who choose to be fortunately frugal in an attempt to reposition the notion of being ‘frugal’, which often comes with negative connotations.

The opening scene of ‘Fortune favours the frugal’ sees a giant meteor hurtling towards earth made up of different types of waste, from light bulbs to plastic bottles and tumble dryers. As the news reader delivers a damning indictment about the state of the environment, a young girl plugs in her Walkman and, alongside her family, moves through the house demonstrating the environmentally-friendly changes they have made. The more changes made, the more the meteor disintegrates.

Kemi Anthony, Marketing Communications Manager at IKEA said: “‘Fortune Favours the Frugal’ encapsulates IKEA's commitment to continue to adapt the business and inspire people to think differently about the benefits of living a life of moderation over a life of excess. Small acts now will make a huge difference in years to come."

IKEA’s campaign shows the benefits frugality can have on both people and the planet alike, demonstrating just how easy it is for each of us to have a positive impact on the world around us. The ad, coupled with the brand’s actions, communicates IKEA’s clear commitment to help protect the planet.