The big blue buildings of Ikea have sprouted solar panels and wind turbines; inside, shelves are stocked with LED lighting and recycled cotton. Why? Because as Steve Howard puts it: “Sustainability has gone from a nice-to-do to a must-do.” Howard, the chief sustainability officer at the furniture megastore, talks about his quest to sell eco-friendly materials and practices -- both internally and to worldwide customers -- and lays a challenge for other global giants.

Steve Howard: Let's go all-in on selling sustainability

Let's go all-in on selling sustainability

IKEA's strategy revolutionizes product sustainability, making eco-friendly options both accessible and appealing to consumers.

Transitioning to sustainability is a 'must-do,' IKEA leads by example, aiming to inspire global change through its practices.

Transition to LED lights not only saves 85% of electricity but also provides a sustainable light source for over 20 years.