Hitting peak stuff – is this the end of traditional consumerism?
When IKEA’s head of sustainability suggested the world had reached ‘peak stuff’, there was a collective intake of breath from marketers around the world.
‘But… isn’t IKEA one of the main producers of… stuff?’ (For anyone that’s wandered around IKEA and not bought anything, I salute you!)
A pioneer in consumable goods that are easily affordable and equally disposable, IKEA has now controversially addressed the trend of the experience economy – facing up to the shift that consumers are valuing the doing rather than owning.
Over the past
