Our thinking

Real life roomsets

24 March, 2023

One in every 208 people in England is currently experiencing homelessness. Thousands more may lose their homes by the end of the year as a result of the cost-of-living crisis.

IKEA and Shelter’s new campaign ‘Real Life Room-sets’ raises awareness of the issue and gives a sense of the stark reality for those forced into temporary accommodation. Temporary accommodation can take several forms: emergency hostels, cramped flats and one room bed sits. Usually small and often dangerous and generally unfit spaces. A shortage of social housing in some areas means that some families are forced to live in temporary accommodation for years.

Together with Shelter, IKEA has created and installed roomsets in four of their stores across the UK. Based on the stories of real people who are local to the stores involved, the roomsets are a striking contrast from those typically found in IKEA showrooms.

Importantly, the campaign is not just about raising awareness, it’s also about acting. This campaign comes as part of IKEA’s long-term partnership with Shelter, who together are asking the UK government to build 90,000 social homes a year by 2030, and for amendments to the Levelling up and Regeneration Bill to help address the housing emergency.

This is a powerful example of a brand engaging with a meaningful cause that aligns with its business, raising awareness in a thought-provoking way, backing it up with action, and calling for systemic change.

By Budd Nicholson