IKEA has launched the ‘Duvet That Does Good’ which sees £1 from each duvet sold between October 16th and November 20th donated to charity partner Shelter, and their national charity partners, to support their good causes.
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.
This activity is the latest in IKEA and Shelter’s long-term partnership which has already seen Real Life Roomsets brought to life in store to raise awareness of the housing emergency. Additionally, the partnership will include the training of IKEA co-workers to become Housing Navigators, enabling them to better understand and combat homelessness, and help signpost those affected to various places for support and advice.
Lily’s Story
The donations made through the ‘Duvet That Does Good’ initiative will go towards supporting people like Lily.
Lily, a qualified nurse, and her two kids were made homeless after a Section 21 eviction when their landlord decided to sell. They were moved out of their local area, across multiple locations and numerous hotels, sometimes for as short a period as one week – never knowing when it would be time to pack up again and move on.
Without a kitchen to cook in, and unable to afford to eat hotel food, Lily would cook dinner for the kids at friends’ houses. Sometimes, Lily would take the kids to school with all her suitcases in tow.
Lily said: “We were made homeless by a no-fault eviction as the landlord wanted to sell. I was having to go to people’s houses to cook food as there was no cooking facilities in hotels and I didn’t have any money.
“One day, I waited until 3:30pm to find out which hotel we were going to. The kids were really unhappy and unsettled. It was hideous.”
Luckily, Shelter’s Bristol office was able to help. With their support, Lily secured more suitable temporary accommodation, with a kitchen, washing machine and shower. Then on July 11th, Lily picked up the keys to her new social home – well ahead of Christmas Day.
From 16th October until 20th November, all IKEA duvets sold instore and online, including those from the children’s range, will raise donations for Shelter and their national charity partners.
For more information on IKEA and Shelter’s partnership, visit here. Shop IKEA duvets here, for children’s duvets, click here.
