Competitive advantages via sustainability

  @MITSloan says sustainability is a competitive advantage. As a kid in Sweden I remember many a sign in IKEA stores about sustainability from recycling to renewable resources. IKEA says it is moving toward a circular business, aiming to use only recycled or renewable materials by 2030 and eliminating all plastic packaging by 2028. They’ll do this by (1) making it easy for consumers to be sustainable; (2) tackling hard to recycle items head on like their active work to recycle mattresses; & (3) actively participate in the second hand market.