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13.12.2011

Ikea, the world’s biggest furniture retailer, is launching a new Web site this month that aims to remove any doubt about its commitment to environmental responsibility. The site is a mini-website that points to a larger site called Better World, a home for Ikea’s efforts to make customers aware of its philosophy on sustainability.

The website opens with an e-mail touting the efforts of the company’s designers, managers and other employees.

“We care about the environment. We believe that all people have a basic right to a healthy life on this planet, and we feel a responsibility to our customers and society as a whole to do our part,” the e-mail reads. “We’re starting with Better World and our Web site, but we’re still learning, so we’re open to suggestions.”

The site offers tips on how to improve the environment, such as using more energy-efficient light bulbs and turning off unused appliances. It also promotes items that help the environment and draws attention to Ikea’s green goals and efforts.

The site’s sole purpose is to provide Ikea customers with the information they want about the company’s efforts to work toward a sustainable future.

“Our aim is to make a positive difference in people’s lives, and we want to be as transparent as possible about how we’re doing this,” said Glenn Stevens, senior director for sustainability at Ikea, the parent company of the Swedish retailer, which has operations in 16 countries.

A $500 donation is made for every purchase made at the Ikea Web site to 10 organizations selected by Ikea. The company set up a group called the Sustainability Alliance to coordinate the donations and help identify nonprofits that are most deserving. Some nonprofits that receive donations include organizations that support young people, children, animal welfare and the environment, according to the site.

Ikea’s new site is an extension of efforts to advance the company’s goals in the area of sustainability, which has been a focus of the company’s operations for the past three years.

The company has set goals that are more specific than those of other brands, Mr. Stevens said, such as using 20 percent more renewable energy by 2010 and eliminating paper packaging by 2009. 0b46394aab

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