In this episode of El Periscopio on sustainability and circularity with Guillem Bargalló, Head of Sustainability at IKEA Catalonia, we talked 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 strong interest in various NGOs and cooperatives, Guillem began working in the technology and startup sector with the goal of making significant changes in the world.
Inspired by Christian Felber, Muhammad 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 on 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 everyone.
His greatest asset
What started as a hobby and is now a communication medium is his blog The Social Good. A 10-year project that gives a voice to those creating a better and fairer world through their projects.
Truly sustainable companies
To transition towards sustainability, companies need to be pushed from the bottom up. The priority is for the people working day-to-day in the company to push for convincing others that sustainability must be prioritized.
Guillem tells us that at IKEA it's the complete opposite. This curious top-down approach has its origins in Scandinavian consciousness, which has always prioritized sustainability in its culture.
A more sustainable IKEA
This furniture giant wants 1 out of every 3 products it sells to have sustainable features. And it's 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 everyone.
The furniture of the future
Product as a service. The multinational is working on this business model for the near future. Bargalló emphasizes that there's no need to sell many first-hand furniture items, but rather the key lies in giving them a second life, servitizing the sector.
Is it profitable?
Yes, as long as it's done well.
"What will make your project work is its competitiveness," says Guillem.
The reality is that we live in a capitalist and business-driven world, and you need to know how to play the game. Good intentions alone won't make a project successful.
The change is in you
Companies don't create needs. Companies exploit the needs that already exist within each of us. If we change our way of being, companies will automatically change. That's 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 awaits us
Guillem predicts that in 10 years, there will be a servitized economic model. Companies think that if they produce less, they won't have a business, but the key will be selling a service, not a product. Needs will be met in a more collaborative way.
Looking to the future, our guest admits that bad things will come, but also many great things. He encourages us to focus on the latter and find inspiration in them.
