"It’s a fantastic journey,” says Alexander Grouleff who’s working with plastic innovation at IKEA. “And it’s an extremely exciting challenge.”
Alexander's job is to bring new plastic technologies to the product developers at IKEA. He introduces them to alternatives and options that can replace fossil fuel plastics and move IKEA closer to the goal of working exclusively with recycled or renewable plastics.
“ISTAD was one of my favourite products before. Now, even more so.”
Alexander believes it's not enough to just offer products made from renewable plastics—our products shouldn't become waste themselves.
"We apply closed loop thinking to everything we do,” Alexander says. “It’s the idea that there isn't an end-of-life for any material. Instead, products can be continuously recycled, up-cycled, down-cycled—whatever! But never wasted.
We want to make it simple and affordable to live a more sustainable life at home. Changing the type of plastic ISTAD is made from, and not changing the quality or value, is one way to do that.
“It's about making sure that sustainability is not a luxury, it's for the many people.”
*ISTAD bags are made of plastic that consists of at least 85% renewable content.