We get to work on lots of interesting and highly engaging projects at Crowd DNA, but collaborating with IKEA on the Clean Air brief was a particularly rewarding one...


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With 80% of people who live in urban areas being exposed to air quality levels that exceed the World Health Organisation limit, this is a major topic. Unless action is taken now, the number of deaths will double by 2050 and will account for 12 every minute.

IKEA’s commitment to sustainability is widely recognised, with their ‘Better Everyday Life For The Many People’ maxim a major global talking point – which is where the clean air work fits in.

IKEA came to Crowd DNA requesting a comprehensive understanding of clean air (from awareness levels and misconceptions, to how it changes behaviour) in society around the world.

The first phase of the project looked to develop context and saw us producing a clean air report from extensive desk research and expert interviews – from leading toxicologists and start-ups CEOs on the front-line of air pollution innovation, to artists who are looking to creatively highlight the topic.

Stage two explored current consumer behaviours and attitudes related to clean air. We conducted mobile self-ethnography across the US, UK, China, Germany, Italy, Poland and India, using our understanding of behavioural science to better understanding true consumer behaviour in two key ways:

1. Mapping consumer behaviour/awareness over time to see if air pollution currently impacts how people live their lives

2. Providing our participants with air monitors to gauge personal air quality across their day to day lives, thus allowing us to see how increased awareness potentially disrupts behaviour.

Next, we visited each market to interview and film consumers in context, including reviewing their experiences with the air monitor devices and how much impact the data had on their actual lives. The filmed ethnography produced rich, narrative-led accounts of individual everyday experiences and how people really relate to the notion of clean air.

Embedding the findings in the IKEA business was a priority, too. We held collaborative innovation workshops to generate practical ideas for future product and service designs. IKEA have since used this insight and the ideas that came from these sessions to inform short and long term projects to tackle air pollution.

Alongside the workshops came an artworked and editorialised clean air survey, and a series of broadcast quality documentary films.

You can find out more about the Clean Air project here

Check out one of the films from the project below