This document discusses IKEA's core values and culture, known as "our way." It states that "our way" refers to IKEA's common culture, approach to challenges, success as a team, and ability to translate passion for home furnishings into value for customers. The values aim to guide IKEA in the right direction and are visualized to show what IKEA is and is not.

1. So what is our way?
Basically, you could say, it is “the way we do things around here.”
for home furnishings into something useful for our customers.
That is no lucky chance. It is the result of 60 years of hard work.
But “our way” has only a value if it is perceived as a value by
It refers to our common culture, our way of meeting challenges, our
our customers. They need to see us the way we want to appear.
way of succeeding together and our way of translating our passion
The IKEA Brand values point us in the right direction.

2. What we are What we are not
On the following pages you can acquaint yourself with our
brand values. They are visualised in the simplest possible way,
showing what we are and what we are not.

4. Clear Not complicated

5. Honest Not fake

6. Light-hearted Not dull

7. Passionate Not indifferent

8. Smart and thrifty Not extravagant

9. Surprising Not expected

10. Warm and human Not cold and distant

11. Inexpensive Not expensive

12. Rebellious Not conformist

13. For the many Not for the few

14. Swedish Not from anywhere...

15. Functional Clear Honest Light-hearted Passionate Smart and thrifty
Our brand values form the perception of our brand
Surprising Warm and human Inexpensive Rebellious For the many Swedish