The IKEA catalogue once produced over 200 million copies a year. It was the world's most printed book. Recognizing that impact, IKEA set out to reduce the footprint of its most important marketing instrument. Having exhausted the life-cycle approach with advisors Deloitte and KPMG, they turned to a small systems-thinking agency.
Except was asked to apply its holistic, systems-oriented process, SiD, to the challenge. The three-year story that followed reshaped the world's paper and print supply, channeling investment into the transition of the industry and reducing emissions far beyond IKEA's own catalogue.
Except helped us turn a costly stream of information waste into a valuable resource.