IKEA Launches Online Game Showcasing Equality at Home with FiftyFifty Campaign

Marketing | March 11, 2021 | News

IKEA FiftyFifty

Leading Swedish home furnishings retailer brand IKEA recently launched an online game to help couples open an honest and fun conversation about how to better balance responsibilities in the home through its FiftyFifty campaign.

Parineeta Cecil Lakra, Country People & Culture Manager at IKEA India said, “Equality, diversity and inclusion are at the heart of what we do. Our goal is to create an inclusive workplace where everyone is valued for their unique contribution. Over the past years, addressing gender equality has been a priority - not only at the workplace but also at home. During the past year, due to the COVID-19 pandemic, most of us have started working from home and continue to do so. It has now become even more important that there be equality on the homefront. Lack of equality at home has direct implications for women’s economic position and undermines their potential. The impact of the pandemic has amplified existing gender inequalities, and empowering women in their homes has never been more important. Through FiftyFifty, we are reaching one step closer to encourage open and honest conversations at home. We believe greater equality at home means greater equality in the larger society.”

Developed in collaboration with relationship expert Jennie Miller, FiftyFifty is available for free via IKEA Instagram stories across 31 countries. Over the course of a handful of questions, the game takes couples on a journey to unpack the roles and dynamics in their homes in a positive way. The intention is that both players become winners, as couples are inspired to think of solutions that suit their individual circumstances.

Developed in collaboration with relationship expert Jennie Miller, FiftyFifty is available for free via IKEA Instagram stories across 31 countries.

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