MANILA, PHILIPPINES — At the heart of IKEA has always been the goal to create the best homes for everyone. While that can mean offering the comfiest sofas to come home to or the best adornments that’ll bring personality to your rooms, it also means something bigger and more important: making everyone feel welcome.
The world’s biggest home furnishing brand has always stood by its mission: To create a better everyday life for many people. And IKEA believes that better everyday life must be accessible to everyone — regardless of gender, sexuality, nationality, age, and background. After all, the Scandinavian brand has always known that equality, diversity, and inclusion are things that turn their workplace into a home and result in more ideas and growth.
To celebrate inclusivity and diversity that the brand champions, IKEA launched its STORSTOMMA bag with the tagline “We welcome everyone.” STORSTOMMA is a reusable rainbow-patterned bag that is as durable and simple as the big blue FRAKTA bag, IKEA’s best-selling product. This gives customers both a sustainable alternative to single-use plastic bags and an opportunity to show their pride.
But STORSTOMMA isn’t just a bag. It’s a call for inclusion and respect for one another with the mission is to inspire diversity and inclusivity.
Accompanying the campaign is a video showing six people — including famous Filipino comedian and social media personality Macoy Dubs — each experiencing their own versions of joy in their individual rooms. The rooms vary but they all have one thing in common: each one represents and is painted with a color of the rainbow.
Watch the video here:
The video perfectly captures how the life at home that IKEA pictures for everyone truly comes in every hue. With STORSTOMMA, IKEA is not just celebrating the diversity that they have integrated into who they are as a brand. They are also calling on everyone to be inclusive in every home they make.