Still Here. Still Yours: The Second Life of IKEA Furniture
Celebrating the emotional and environmental value of furniture that lives on
Imagine the old IKEA armchair in the corner of your room. It’s a little scuffed on the arms from years of movie nights and study sessions. It moved with you to three different apartments, witnessed laughter and tears, and maybe even survived a coffee spill. That chair is more than just furniture – it’s a trusty companion. In IKEA’s new sustainability campaign “Still Here. Still Yours.”, we’re celebrating exactly that feeling. It’s a celebration of furniture reuse, upcycling, and repair, showing how the things we treasure can stay by our side longer and help protect the planet.
A New Life for Beloved Furniture
“Still Here. Still Yours.” is about giving furniture a rebirth – a second chance to be useful and loved again. Too often, perfect furniture gets thrown away during a move or makeover. This campaign was born from a simple idea: the most sustainable furniture is the one you already have. Rather than seeing an old bookshelf or wobbly table as “trash,” we see a story waiting for its next chapter. By re-engaging our Gen Z and Millennial community, we want to solve a modern problem: the throwaway culture that creates excess waste and erases the emotional value of our things. The campaign inspires us to consider reusing, repairing, or upcycling before replacing. It’s about emotional sustainability – keeping the memories and meaning alive in our homes – hand in hand with environmental sustainability.
At IKEA, we’re tackling this problem with optimism and creativity. Still Here. Still Yours. highlights IKEA’s commitment to circular design and living. That means designing products from the beginning with their entire life cycle in mind so your furniture can be reborn instead of reaching a dead end. This campaign invites you to see an old piece not as worn-out, but as “well-loved” – ready for a refresh or a new home. By doing so, we reduce waste and make sustainable living easy and even joyful. After all, when you hold onto a favorite IKEA piece (or pass it on to someone else), you’re not just saving money or reducing waste – you’re cherishing a part of your life story.
This campaign also repositions IKEA in a role we cherish – not just as a furniture brand, but as a life companion. We’ve been in your life through college dorms, first apartments, family homes, and everything in between. With a warm blue bag, you’ve welcomed IKEA into your everyday moments – and we’re honored to be there. Now, focusing on sustainability, we’re saying that we’re here for you and for your furniture’s journey every step of the way. Like a good friend who sticks by you, IKEA wants to help your furniture stick with you too. If your needs change, we’re here to help adapt that piece or find it a new loving home.
Let’s celebrate the past and future of our furniture together.
Still here, still yours – and here to stay.