Purpose and sustainability strategy: IKEA changes the way we live

Medinge Group study: What factors determine core purpose?
Medinge Group conducted a research study in January 2022 to identify companies around the world that are addressing social and environmental issues and surveyed senior executives at these companies. The goal of the management study was to find out how companies can do the right thing and be profitable in the process. This allowed us to better understand the role of corporate purpose, the influence of various stakeholders, the challenges of implementation, and the importance of brands with a conscience.
Our research has found that there are multiple ways to discover a brand’s core purpose, and that the drivers of an individual brand’s core purpose are highly dependent on corporate structure, stakeholder influence, and industry.
How companies can do the right thing and be profitable

Five influencing factors
People from across the company really want their company […] to be part of the solution to major global challenges.
Deeper insights into the Medinge Group

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MarkenPraxis Blog
How we fight climate change with re-signing and clear sustainability positioning
How can we create conscientious innovation that helps slow down climate change? This was the question Christopher Spall discussed with Medinge Group during Innovation Week in Oslo.
ID Summer Camp: How trailblazing ideas and solidarity grow in nature
Growing companies need a shared identity as a clear compass. That’s why we and our long-term client EIZO Technologies went to our ID Summer Camp on Ammersee for three days.
The Pfinder Story: From Hidden Champion to Strong Brand
Two different fields of business. Two different target groups. Lots of history. A hazy brand image. How can this be turned into a clear positioning and brand strategy for the future?