In this episode of The Periscope on sustainability and circularity with Guillem BargalloSustainability Manager at IKEA Catalonia, we talk at length about the role of companies, users and design in changing the world.
The collapse that opened his eyes
After studying economics and with a solid interest in several NGOs and cooperatives, Guillem started working in the technology and business venture sector with the goal of making significant changes in the world.
Inspired by Christian Felber, Mohámmad Yunusand Yvon Chouinard, it was the collapse of the Rana Plaza building in Bangladesh in 2013 that marked a before and after in his perspective of the business world. This event, which exposed the dark side of the fast fashion industry, motivated him to create a better planet and society for all.
Your greatest asset
What started as a hobby and is now a media outlet is your blog The Social Good. A 10 year old project that gives voice to those who are creating a better and fairer world through their projects.
Truly sustainable companies
To make the transition to sustainability, companies must be pushed from the bottom up. The priority is for the people who work day-to-day in the company to work hard to convince others that sustainability must be prioritized.
Guillem tells us that at IKEA This curious top-down approach has its origins in the Scandinavian consciousness, which has always prioritized sustainability in its culture.
A more sustainable IKEA
This furniture giant wants 1 in 3 products sold to have sustainable features. And it is very close to achieving this.
"Reach as many people as possible, so they can live a more sustainable life at a lower price," says Guillem. This is one of IKEA's goals, aiming to break the status quo and make sustainability accessible to all.
Furniture of the future
Product as a service. The multinational is working on this business model for the near future. Bargalló emphasizes that it is not necessary to sell a lot of first-hand furniture, but the key is to give it a second life, serving the sector.
Is it profitable?
Yes, as long as it is well done.
"What will make your project work is your competitiveness," says Guillem.
The reality is that we live in a capitalist and entrepreneurial world, and you need to know how to play the game. Good intentions alone will not make a project successful.
The change is in you
Companies do not create needs. Companies exploit the needs that already exist within each of us. If we change the way we are, companies will automatically change. That is why Guillem encourages us to change our consumption habits to be more sustainable and create a better planet.
"Consume less and dedicate more time to yourself" Bargalló tells us.
What lies ahead
Guillem predicts that within 10 years there will be a servitized economic model. Companies think that if they produce less, they will not have a business, but the key will be to sell a service, not a product. Needs will be met in a more collaborative way.
Looking ahead, our guest admits that bad things will come, but also many good things. He encourages us to focus on the latter and find inspiration in them.
