Recognising the rise of ‘conscious consumption’ (see Retail: The Eco-Ethical Upsell), two Swedish brands have launched zero-waste workshops. These initiatives aim to help consumers with plenty of eco intentions, but not so much practical experience, to work towards a more sustainable life.
Ikea’s Eco-Efficiency Workshops: Ikea is celebrating the ‘circular economy’ with zero-waste living workshops based on the Swedish phrase ‘lagom är bäst’ – ‘the right amount is best’.
Running from February 22-26 at its store in London’s Westfield Stratford mall, customers receive tips and tricks on reducing waste and using fewer resources. The free workshops also discuss topics including fermenting, composting and waste management, energy-efficient cooking and safe cycling in the city.
Monetising the initiative, each event is accompanied by a curated selection of ‘lagom är bäst’ products to buy, including food storage, water bottles and waste-management products. Zero-waste food can also be sampled at an on-site pop-up bistro.
Gram’s Full-Circle Education Hub: Malmö store Gram – which tackles the rise of plastic waste by selling unpackaged foods (customers bring their own containers) – offers zero-waste cooking and gift-wrapping classes. It also hosts DIY beauty and cleaning product workshops.