SEPTEMBER 11, 2008

Green With Envy

Most of my posts are sparked by something I’ve read, and this week is no different.  This time, I was struck by a news article talking about IKEA’s $77 million commitment to clean-technology start-ups within the next five years.  Talk about putting your money where your mouth is. 

IKEA’s Green Tech fund  has been operating for eight months, and it could invest in up to 10 fledgling companies in the next few years, perhaps first in Europe, where most of IKEA’s business is centered.  It will then sell the resulting products in its stores - anything from solar panels to efficiency meters, lighting, and sustainable materials.   As the article mentions, this could change the furnishings industry.

It’s clear from this example that companies can meld their business success with societal goals and actually be an agent for change.  Companies don’t have to be followers.  They can be leaders.  What matters is their degree of commitment and ability to act early, before everyone else has already jumped on the bandwagon. 

Jimmy Rogers at Geeks are Sexy helps us to visualize the store of the future.  

Imagine, if you will, a possible ‘future IKEA.’  In any section of the store that includes electronics, there will be a bin full of solar cells.  A lamp could be charged up during the day by a panel with suction cups for a window.  They could even sell home kits for roof-mounting solar cells to offset some of your normal electricity needs.

As Rogers goes on to say, IKEA’s aim is to make a good profit.  I like the synergy that IKEA has found between doing good for the environment and doing well for its business.