What: IKEA Australia launches 'This is not a home' campaign, using in-store installations to highlight the reality of homelessness affecting 120,000 Australians daily.

Why it is important: The campaign shows how retailers can authentically engage with social issues beyond traditional charitable donations, creating meaningful impact through their core business assets.

IKEA Australia has launched a powerful campaign addressing homelessness through a dramatic transformation of its Sydney flagship store in Tempe. The 'This is not a home' initiative, developed in partnership with Save the Children Australia, uses stark in-store installations, including a parked car and a tent in the restaurant area, to confront customers with the reality of homelessness driven by domestic and family violence. CEO Mirja Viinanen's strategic approach combines awareness-raising with practical support, offering starter packages valued at USD 500 for basic home furnishings. The campaign emerged from extensive planning focused on creating positive social impact, with IKEA recognising its unique position to influence change in communities where it operates. Beyond raising awareness, the initiative includes multiple support channels, allowing customers to contribute through in-store, online, or remote donations, while IKEA strengthens its partnership with Good360 Australia to expand its impact.

IADS Notes: IKEA Australia's bold homelessness campaign represents a significant evolution in retail social responsibility, following a year of transformative initiatives across the sector. The approach mirrors Choose Love Store's December 2024 success in transforming retail spaces into platforms for social change, while building on Selfridges' April 2025 innovations in making retail spaces more inclusive and accessible. The campaign's authenticity aligns with findings from the May 2025 World Retail Congress, which highlighted how successful retailers are moving beyond traditional donations to create meaningful community impact. This strategic approach to social responsibility echoes Westfield's demonstrated success in generating substantial social value through community initiatives, while embodying the April 2025 industry insight that brands maintaining authentic commitment to values build stronger customer relationships.

The thinking behind Ikea Australia’s bold campaign to combat homelessness