IKEA Canada has launched a new marketing campaign titled Making Space, featuring BIPOC photographers and a diverse creative team to promote its revitalized IKEA Kitchens experience.
According to the company, the campaign is designed to celebrate inclusive creative production while showcasing the diversity of Canada both in front of and behind the camera.
“At IKEA Canada, we believe in amplifying voices that reflect the real diversity of our country,” said Jonelle Ricketts, head of marketing at IKEA Canada.
“We’re bringing our Equality, Diversity & Inclusion strategy to life by showcasing the BIPOC creatives behind our campaigns, creating visibility, opening doors, and helping shape a more inclusive creative industry.”
The retailer said the campaign features three photographers from historically underrepresented communities who captured images of kitchen showrooms at its Ottawa store. The company said it selected its creative team intentionally to demonstrate a commitment to inclusion and belonging.
Home furnishing retailers produce thousands of images annually, yet only 21 per cent of photographers in Canada are BIPOC, according to the company. The company said representation behind the lens is just as important as in front of it, noting that it hopes to inspire broader diversity within the creative industry.
“Our vision at IKEA is to create a better everyday life for the many people,” said Selwyn Crittendon, CEO and chief sustainability officer at IKEA Canada.
“Inclusion and belonging are essential to the success of our business as it enables us to attract and retain top talent, serve a diverse customer base, and contribute to positive change in society. Our latest campaign, Making Space, is one of the many ways we activate our Equality, Diversity & Inclusion strategy.”
IKEA Canada said its approach to inclusion extends beyond marketing efforts. The company supports the Canadian Centre for Diversity and Inclusion and operates four co-worker resource groups to encourage allyship and inclusive change. These include The CREW, which supports multicultural diversity and anti-Black racism; Rainbow Connections, which advocates for 2SLGBTQ+ employees and allies; GROW, which promotes health and well-being; and BEAM, which encourages gender balance across all functions.
The retailer is encouraging other brands to partner with diverse photographers and creative professionals to help foster greater representation across the industry.
The Making Space campaign runs from Oct. 28 to Nov. 30. More information is available at www.IKEA.ca/MakingSpace
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