IKEA

Running a workshop to make sustainable food the easy choice

Food Retail Workshop Consumers Belgium

The Challenge

IKEA wanted more of its restaurant customers to choose sustainable, plant-based options, good for the planet and central to its climate goals. But knowing the better choice rarely means making it: habits, defaults and the dining environment push the other way. IKEA’s teams needed a behavioural lens and practical ways to shift the choice.

Our Approach

We ran a hands-on workshop at IKEA Anderlecht with around 15 people across three teams. Together we explored why sustainable food choices matter, used a recognised behaviour-change model to pinpoint the barriers customers face, and worked through four strategies for change in live group exercises. We followed up with concrete “thought starters” and a clear process to take from workshop to rollout.

The Result

IKEA’s teams left able to see their restaurants through a behavioural lens: what stops customers choosing plant-based, and which levers, from defaults to choice architecture to messaging, could shift it. The workshop turned an abstract sustainability goal into concrete, testable actions, and a roadmap for taking them further.