Furniture retailer IKEA has announced the launch of its ‘Duvet That Does Good’ initiative, which sees £1 from each duvet sold to 20 November donated to charity partner Shelter, and their national charity partners, including Shelter Scotland, Shelter Cymru and Housing Rights.
To launch the campaign, IKEA is sharing new findings around the things which people feel make a house a home, whilst raising awareness of the reality of over 17.5 million people affected by the housing emergency in the UK.
The research affirms that having a place that feels safe and secure is what most people (41%) value in their home, while a quarter (26%) get the most pride from having a place of their own that provides a sense of belonging – something which cannot be achieved by families affected by homelessness who, according to Shelter, are often (66% of the time) given less than 48 hours to move between temporary accommodation placements.
A relaxing bedroom with a cosy bed is key to making a house a home for 44% of people. In fact, 40% of respondents admit to missing the comfort of their bed more than family or pets when away, while laptops, games consoles (5%) and the TV (8%) are what they miss least.
The Duvet That Does Good leans into these findings, allowing those who are looking to create a warm environment at home a simple way to support Shelter’s good causes.
Polly Neate, Chief Executive of Shelter, says: “Up and down the country, the housing emergency is ruining lives. Every day in our frontline services, we hear from hundreds of people in desperate situations, from homeless families trapped in grim B&Bs and hostels, to private renters who are living with serious disrepair in their homes.
“At Shelter, we’re doing all we can to support people to find and keep hold of a safe home, with our expert advisers working with communities across the country. Through our partnership with IKEA we hope to reach even more people with vital housing advice and support at a time when they need it most, and campaign for lasting change.”
According to the IKEA UK survey data, the environment we live in also influences how we feel, as 85% said that creating a cosy, homely atmosphere impacts their mood, and that having a warm home is essential to making it feel that way (32%). Almost a quarter said they value having a space which is filled with all their own familiar belongings (23%), while 21% said a house wouldn’t be a home without shared spaces such as a dining or family room for spending time with loved ones.
Hiliary Jenkins, Sustainability Business Parter, IKEA UK and Ireland, says: “At IKEA, we want to make everyday life better for the many and we believe that everyone deserves a place to call home, no matter their circumstances. That’s why we’re a proud partner of Shelter, supporting their work in helping people across the UK in creating a better everyday life. The ‘Duvet that Does Good’ initiative is a simple way for our customers join us in making a difference as we continue our pledge to support the millions of people across the UK who do not currently have a place to call home.”
The ‘Duvet that Does Good’ will raise money for Shelter and their national charity partners across the UK and the Republic of Ireland, supporting their effort to drive awareness of those currently living in temporary accommodation as a result of homelessness and helping them to overcome their situation.
