It’s great to get to connect with this passionate community of leaders and partners. Firstly, I want to take the opportunity to welcome our interim CEO, Leah Seligmann, to the role and also show deep appreciation for the amazing work Halla has done over her many years with The B Team.

For those who don’t know me, I’m Jesper, CEO of Ingka Group I IKEA, and have worked within IKEA for close to 30 years in many different roles. I have had the great pleasure of being part of The B Team leaders’ group and, since about three years back, proudly chair the group as well. I enjoy every moment of it.

Through the work with The B Team community, I have found a source of both inspiration and hope. We are united in our commitment to support the transition toward a more just future by taking bold decisions that are good for both people and the planet. At our best, The B Team leads by example to unite rather than divide. Our collective shares a belief that a better future is possible and requires every one of us: our hope, skills, optimism and urgency.

In 2024, B Team leaders and our partners are focusing our energy on reforming systemic incentives, which are currently not set up to support a just transition to a regenerative, 1.5°C-aligned economy. Governments have the opportunity of a lifetime to redirect these incentives. Through The B Team’s public and private engagements, we plan to show that economic leaders support increased ambition and urgent reform — and to offer courage to elected officials that meaningful, lasting change is within their grasp.

For me, as a leader and father of three teenagers, I have made it my mission to show that it’s good business to be a good business. Since the start of IKEA 80 years ago, we have been mindful of how we use resources, always guided by the vision of creating a better everyday life for the many people. We want to cater to the needs and dreams of people with thin wallets, and to do that we have to be conscious of the costs.

Sustainability is a part of IKEA’s DNA and a core part of our business strategy. It’s also one of the main reasons why we launched the Actions Speaks platform and Action Speaks Summit a couple of years ago. As leaders we must go beyond our roles and drive change on a bigger scale. That is what Action Speaks is all about: business leaders, NGOs and the public coming together to spark real action by sharing and showcasing their impactful climate actions. These initiatives, much like The B Team, reflect our determination to assemble a better future.

Action Speaks is built upon a manifesto that gathers some of the key principles for driving action:

1. Lead with action. It is not enough to just talk about change. There are enough solutions out there to create positive impact. Let’s get things done and inspire others by taking concrete steps to reduce our carbon footprint, promote sustainability and advocate for policies that incentivize a green economy. Let’s share solutions and speak up about it with clarity and conviction.
2. The urgency of the climate crisis requires us to act with speed. We are in the most important decade for climate action in history. We already see the negative impacts, and what we do today shapes the future. By acting decisively, we show the world that a sustainable future is not only possible but necessary.
3. Focus on impact. Let’s measure our success not just by profits, but by the positive impact we have on our business, society and the environment. When we prioritize impact, we align our actions with our values.
4. (Listen and) collaborate. Whether you are a CEO or sustainability manager, each of us must look beyond our business for solutions. At IKEA and The B Team, we believe in opening up space for real dialogue. Let’s be willing to listen to diverse perspectives and collaborate with others to unlock radical collaboration and thereby innovation. The climate crisis is a jigsaw puzzle that can’t be solved by one person. We are stronger together.
5. As mentioned earlier, it’s good business to be a good business. When we prioritize sustainability, we create long-term value for our companies and communities — and we make a positive impact on the world around us. As an example, since 2016 IKEA has reduced our carbon footprint by 24% while revenue has grown by nearly 31%. It is possible! You can read more about Action Speaks here.

We can’t choose the times we’re in, but we can decide how we show up — always guided by our values, our human approach and a determined view that we will contribute to making things better. By sharing good examples and influencing others, we can all speed up action and drive real change.

Join us on the journey ahead, and remember: Plans and goals are important. Words give them power. But to spark real change, it’s action that speaks loudest of all.

"The Catalyst" is The B Team’s monthly newsletter which showcases ways in which leaders are advocating a better way of doing business. Subscribe to receive updates.