Ikea Canada Wants to Buy Your Furniture on Black Friday

It's the retailer's latest commitment to sustainability

Photo of an Ikea bookshelf
Ikea wants to inspire more sustainable living through #BuybackFriday. Ikea

Ikea wants to show its customers that old furniture deserves more than one life. Its latest campaign features the adventures of a single white bookshelf, which has made its way into different homes across multiple generations, housing trophies, CD players and disco balls.

Emmy is an Adweek contributor who is completing her journalism degree at The College of New Jersey with minors in Spanish and broadcast journalism.