‘Better Air Now’ initiative
Reducing air pollution with a collection based on rice straw.
In 2018, IKEA launched ‘Better Air Now’ initiative with the aim to take action on a global environmental issue by turning rice straws – a harvesting residue that contributes heavily to air pollution when burned – into raw material. The result can be witnessed in the brands first collection FÖRÄNDRING. The brand aims at creating a model for the long run as to how to reduce air pollution in other crop burning regions of the world. This is the reason why IKEA joined the Climate and Clean Air Coalition.
Adverse health effects are on the rise due to growing and severe global concern. The situation in Northern part of India is alarming due to heavy pollution levels. One peril is burning of rice straws, which aggravates pollution and smog.
FÖRÄNDRING means ‘change’ in Swedish and illustrates the desire to contribute to positive change; changing current habits where rice straw is being burnt as well as a change for the many people by contributing to better air. The first product prototypes from the collection are presented at Democratic Design Days 2019 in Älmhult, Sweden.