Ikea believes we can be educated and improved. Tahar Ben Jelloun, Adam Mars-Jones. Look, too, at the products for children. Ikea children are being prepared for tomorrow. What we want to do, we can do and will do together.
Shopping is fun, but it also has a purpose - to improve our lives.
We are buying not just a lifestyle, but a life. Ikea is preoccupied with relationships. Whereas traditional stores have usually appealed to individual consumers, Ikea wants to attract families or groups of friends. But Ikea wants to have it both ways. It knows that the nuclear family is disintegrating, so it seeks to appeal beyond its boundaries.