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Ikea's Sustainability Chief Sort of Says It's Time For People to Stop Buying Stuff

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Steve Howard, Ikea's head of sustainability, said some things at a recent Sustainable Business debate hosted by The Guardian that are both very interesting and slightly difficult to parse. "If we look on a global basis, in the west we have probably hit peak stuff," he is quoted as saying. "We talk about peak oil. I'd say we've hit peak red meat, peak sugar, peak stuff... peak home furnishings." The somewhat difficult to parse part is that he still thinks the company will meet its goal of doubling sales by 2020, emphasizing that the company will invest in renewable power, find clean energy sources for its shops and factories, and create a "circular Ikea" where costumers will be encouraged to repair and recycle items. All of which sound great, and very much unrelated to the idea of doubling sales.
· We've reached "peak home furnishings" says Ikea sustainability chief [Dezeen]