🛋️ Ikea
Vision of creating a better everyday life for many people

📖 Authenticity Roundup
Reading list for you about Authenticity

| Authenticity Report

Welcome to our weekly newsletter as we bring you all the latest from the Authenticity community.

| Ikea

"The IKEA spirit is a strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each other, with our suppliers, and with our customers.”Ingvar Kamprad, IKEA Founder

Many love IKEA for its minimalist yet affordable furniture, but there's more to it than that. At the core, the brand also emphasizes quality.

The IKEA vision is to create a better everyday life for many people. The founder's business idea is to offer well-designed, functional, affordable, high-quality home furnishing produced with care for people and the environment.Because the designs of IKEA's furniture were mostly simple, it was meant to withstand constantly changing trends.

Kamprad also believed in sustainability (seen in the company's recycling and other sustainability initiatives). "Waste of resources is a mortal sin at IKEA," he is believed to have said.

Here is what our community thinks.

"The company Just selling furniture and cheap things to home but they are unique because the whole world knows them and knows that they got unique style of run business "

"It still operates on the values of its founder - despite passing away. Its core values of affordable and easy to assemble furniture still holds true today."

"They created a whole new demand in furnishing styles and sustainable retail practices in the US market, as well as launching creative campaigns and unique ads"

> Read why IKEA ranks Top 20 on our Authenticity 500 Brand Index.

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| Authenticity Roundup

This week's interesting reads from around the web.

Yara and Keri Shahidi Create a Space of Safety, Authenticity, and Creativity

The dynamic mother and daughter team Keri and Yara Shahidi have created Yara Shahidi’s Day Off, a fresh lifestyle series streaming on Facebook Watch. In the show, Yara Shahidi interviews tenacious young creatives while sharing activities that nourish the soul. Black Girl Nerds

Feeling Low? Take A Walk Down Memory Lane

A recent study in the Journal of Experimental Social Psychology concludes that the more nostalgic one is, the more authentic one feels, which has positive consequences for psychological well-being. PsyPost

How Brands Can Bring Authenticity To Social Media: Three Tips

Social media continues to be an intriguing, exciting and personable way to gain exposure for your brand and your mission. As most networks continue to grow their number of active users and optimize the user experience, methods to grow rapidly change. Although changes in social media are inevitable, below are a few solid tips.  Forbes

Marketers Continue To Chase 'Authenticity,' But What Is It?

These days, you can’t have a conversation about social media platforms without the word “authentic” coming up. Whether you’re trying to go after the masses on TikTok, Instagram, Snapchat or YouTube — to name a few — the common theme is that for ads to do well on the platform, they must be “authentic.” Marketers are still trying to grasp: what exactly does “authentic” even mean? Digiday

More Fashion Consumers Demand Sustainability and Authenticity

Sustainability and authenticity are increasingly important considerations for shoppers, something that’s crucial for brands and retailers to take on board. Fashion Network

Non-binary Category Allows Marathon Runners To Compete 'As Authentic Self'

This weekend's New York Marathon will be the first time they participate in the non-binary category, after contest organizers added the option in response to demands for better representation and inclusion.

| What Authenticity Means