“The 2011 campaign for the opening of the Catania store, in which it was said that we were open to all families, including homosexual families, is indicative of a certain type of culture, which is extremely consistent and structured in Ikea” .
Laura Tondi, sustainability manager of Ikea Italia, said this, speaking at the panel ‘ESG between social and washing: when sustainability becomes a diversion’, during the CSR and social innovation exhibition, underway in Milan.
“The concept of culture, for us, is fundamental – explains Tondi -; the Swedishness that distinguishes us, in this sense, clearly represents a competitive advantage, in a slightly slower context. Clearly this cannot be the only element because it would be a wonderful stance on values and culture, but then we actually need to give consistency and structure. This is why the second element I would add is the ‘organisational setup’ and governance, that is, a sustainability strategy that is clear and structured. that has objectives and that also has people and reference figures, just as we have in Ikea”.
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