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

The speaker discusses their journey from working in NGOs and the UN to joining IKEA, driven by a desire to maximize personal impact. They highlight global challenges like the growing middle class, climate change, and urbanization. IKEA's sustainability strategy, 'people and planet positive,' aims to create affordable, sustainable products. The speaker emphasizes the importance of innovation, such as LEDs and Better Cotton, and the need for businesses to adopt 100% targets. They discuss IKEA's efforts in renewable energy and social responsibility, including child rights and gender equality. The talk concludes with a call for businesses to integrate sustainability into their core models.

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