Cases
IKEA: Greenwashing Awareness for Marketing Teams
Context
IKEA wanted to raise awareness among its marketing teams about greenwashing risks and strengthen their ability to communicate sustainability initiatives with transparency and credibility, tailored to their specific roles and challenges.
Objectives
Equip IKEA's marketing teams with tools to identify greenwashing risks and produce more responsible sustainability communication, grounded in real product examples and campaigns.
Intervention
Step 1
The Greenwashing Fresco: Run the workshop co-created by Bleen and GiveActions to address sustainability communication challenges. Introduce greenwashing mechanisms and the regulatory frameworks that apply. Build a shared vocabulary around credible versus misleading claims. Ground the content in real-world communication scenarios.
Step 2
Adaptation to IKEA's context: Use real IKEA product examples and campaigns in the exercises. Cover role-specific scenarios for marketing, communication, and product teams. Connect every exercise to IKEA's existing sustainability communication guidelines. Tune the pace and examples to each participant group.
Step 3
Target audience: Deliver four workshops across different marketing functions. Run hands-on sessions connecting theory to daily decision-making. Build a shared understanding of credible versus misleading claims across teams. Adapt facilitation to each function's specific challenges.
Step 4
Connection to organisational practices: Plan a train-the-trainer programme to enable internal facilitation. Integrate the workshop content with IKEA's sustainability communication guidelines. Scope the scaling of the workshop across European markets. Set up a feedback loop to keep the content current.
Results
- Strong engagement and participation across the four workshops
- Increased awareness of greenwashing risks in sustainability communication
- Better understanding of transparent and credible sustainability messaging
- Foundation laid for an internal train-the-trainer programme
Key takeways
A workshop co-created to address specific communication challenges, grounded in the client's own campaigns, gives marketing teams tools they can use on the next brief.
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