Climate Rising Designing for Circularity at Scale: A Conversation with Karen Pflug of Ingka Group
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May 21, 2025 
Karen Pflug, Chief Sustainability Officer of Ingka Group (IKEA), shares her journey towards embedding circularity in IKEA's business model. She discusses innovative redesigns of iconic products like the Billy bookcase for easier disassembly and repair. Pflug highlights the impact of secondhand retail initiatives and the importance of policies like the Right to Repair Act. She also explores how storytelling can enhance customer engagement in sustainability, and emphasizes collaboration and financial support as essential for scaling circular economy practices.
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Reinvestment Enables Affordability
- IKEA reinvests 85% of profits to improve affordability and sustainability for many.
- This model allows long-term investments without shareholder pressure for quarterly returns.
Circular Economy Focus Areas
- Extending product life and improving recycling are core to IKEA's circular economy strategy.
- Prolonging use delays waste and keeps materials in the economy longer.
Promote Repair and Waste Reduction
- Providing affordable spare parts encourages customers to repair and extend product life.
- Reducing food waste is key to sustainability, demonstrated by IKEA halving restaurant food waste.