This document proposes a concept to increase customer engagement with IKEA's furniture buy-back/recycling program called "Gensalg" by using marketing tactics. The concept involves offering incentives like access to limited product runs, events, and collectible redesigned classic IKEA furniture pieces exclusively to customers who participate in Gensalg. This aims to turn the environmental act of recycling into a rewarding experience and "currency" to drive more participation in the buy-back program using people's interest in exclusivity rather than relying solely on goodwill.