What Do IKEA Meatballs Have To Do With Public Policy?

“Why is IKEA Canada interested in public policy?”  It is a question that no one ever explicitly asks me.  My meetings with ministers and senior government officials often start with small talk, casually chatting about their own personal experience visiting IKEA (or an anecdote about their comic assembly of IKEA furniture). But after the initial introductions there is a distinct pause, a silent wondering as to why IKEA, a retailer of furniture and home décor, wants to talk to the government.

To be fair, it is a good question.  Like other companies, IKEA is impacted by external issues, whether it be a provincial recycling regulation, federal safety requirements for sofas, or international trade issues - there is always something. However, for IKEA there is an added element that makes our discussions with decision-makers a little different. In many cases it is not about what IKEA needs, but rather the focus of discussion is what IKEA can give.

"For IKEA public policy issues are just that – public."

These days, there are clear issues that are top-of-mind for many Canadians such as environmental protection and sustainability, gender equality, and fair workplaces just to name a few. However these public policy issues are just that – public.  Individual citizens, communities and companies all have a stake in the outcome; government alone should not be expected to do the heavy lifting when it comes to addressing social or economic issues. We all have shared responsibility to present ideas and actions that build toward the world we wish to see.

IKEA Canada is a big company; people can't help but see what we do and how we act. IKEA Canada believes that we have a key role in inspiring average Canadians to live a better life and create positive changes in the world we share. As a company, IKEA is able to connect with Canadians in a way that government may not always have access to. A wonderful example is the recent launch of our Plant Ball. Our new "non-meat-meatball" only has 4% of the climate footprint of a traditional IKEA meatball. Considering IKEA sells 1 billion meatballs worldwide, moving millions of people toward an alternative can make a big impact when you add it up. While the tools of government often take the form of legislation and regulation, companies like IKEA Canada are able to access other levers that encourage people to change their daily habits. For IKEA Canada this includes more sustainable offerings (LED lights, EV charging stations, in-store recycling depots, and our furniture Sell-Back program). At the same time these options are also affordable, easy, and convenient thereby further nudging customers to pursue more climate positive lives. Practical day-to-day solutions that support living better at home strongly resonate with Canadians and in the process helps move public policy goals forward. (It also helps that the new Plant Ball is delicious!)

In addition to helping move existing public policy issues forward, IKEA Canada also plays a key role in leading the conversation around emerging public policy matters. While affordable housing has long been on the radar of decision-makers, affordable living hasn’t received as much attention.  Having a "bricks and mortar" place to live in is important, but affordability doesn’t stop at the front door. Kitchen tables are no longer just for meals, but have become shared workspaces for parents and kids alike.  Some Canadians make-do with only mattresses because bedframes aren’t in their budget. Affordability affects all aspects of one's life and is generally connected to overall increases in the cost-of-living. IKEA Canada itself offers many solutions that address this affordability gap such as the TILLREDA portable cooktop, the $30 LIMMON table, and our even hot dogs (you know you always grab one on the way out!) Understanding how Canadians live and responding with practical solutions allows IKEA Canada to make "Life at Home" easier. However, IKEA recognizes that the issues of affordability are broad and warrant a deeper public policy discussion. But the conversation around affordability, and the innovative solutions to address it, shouldn't just be the responsibility of government. We all have an active stake in building a better Canada.

The best part of my meetings are usually the "Wow!" moment

For me, the best part of my meetings are usually the "Wow!" moment where decision-makers realize that IKEA Canada is much more than furniture and home décor (and meatballs and blue reusable bags and cinnamon buns and...). IKEA Canada is a company that lives a culture of entrepreneurship, always moving forward and not waiting for perfection. This is the same approach we take to public policy issues. Public policy issues are often complex and require a myriad of actors and ideas. However, progress requires that we all roll up our sleeves and work together to achieve shared public policy outcomes. We all contribute in different ways, but all contributions are meaningful.

Timothy B. Fuchs is the Head of Public Affairs for IKEA Canada. Prior to joining IKEA Canada, he was with the Ontario Public Service for 15 years. Tim's hallmark is his humour, having been a (very amateur) stand-up comic and hosting his "Humour in the Workplace" workshops for corporate clients.  Follow Tim on Twitter or LinkedIn