Elkjøp has an ambitious sustainability strategy for several reasons. Investors require high sustainability performance and standards. EU regulations on recycling and eco-design are becoming stricter. Customers are increasingly selecting sustainable brands and willing to pay more for sustainable products. The current supply chain is unsustainable due to e-waste and depletion of resources. A circular economy is good for business and margins. Elkjøp aims to make sustainable choices easier for customers and challenge suppliers to focus on sustainable products and messaging. The biggest impact comes from leveraging Elkjøp's role to influence suppliers and customers.