Health effects due to air pollution is a growing and severe global concern. The situation in North India is one of the most alarming, where 9 of 10 of the world most polluted cities are situated. One peril is burning of rice straws, a residue from harvesting rice that widely aggravates pollution and smog. Through the ‘Better Air Now’ initiative, rice straws can instead become a new renewable material source for IKEA products. The long-term ambition for the ‘Better Air Now’ initiative is to include other parts of India and beyond and to create a model for how to reduce air pollution in other crop burning regions of the world. Therefore IKEA has now joined the Climate and Clean Air Coalition as an actor in the Coalition’s Agricultural Initiative.
The first results of this initiative can be seen in the upcoming collection FÖRÄNDRING, which will be launched in-store from 2019. FÖRÄNDRING means ‘change’ in Swedish and illustrates the desire to contribute to positive change; changing current habits where rice straw is being burnt as well as a change for the many people by contributing to better air.