IKEA
Project: Game of Homes
Sparking meaningful conversations on social issues
The Life at Home Card Game, developed as part of IKEA’s Life at Home initiative, directly aligns with the UN’s Sustainable Development Goal on gender equality. By sparking conversations and inspiring change, the game supports IKEA’s long-term vision of achieving Equality at Home by 2050.
01The challenge
In Japan, gender roles at home remain deeply traditional, with women continuing to carry the burden of domestic responsibilities. Despite policy shifts in the workplace, change within the household has lagged. IKEA Japan sought to ignite discussions about gender roles and drive meaningful change by highlighting the often-overlooked labor at home.
02The solution
A 2024 survey revealed that less than half of Japanese youth believe they can change society. At the same time, Japan’s youth culture is embracing analog experiences, with board games growing in popularity as tools for meaningful offline connection. This unique cultural intersection inspired the creation of the Life at Home Card Game.
Turning a card game into a tool for social change
The card game debuted during IKEA Japan’s “Home Day” event, which brought together store visitors, partner companies, celebrities and media representatives. Participants were introduced to the mechanics of the game through live demonstrations and discussions led by IKEA representatives and partners. These sessions highlighted the game’s focus on inclusivity, critical thinking and actionable steps for addressing societal challenges. The game encouraged natural dialogue, transforming complex issues like household chores and sleep deprivation into approachable conversations.
03The impact
Turning meaningful conversation into action
In just 30 days, the campaign reached 234.5 million unique users. The game elevated IKEA’s Equality at Home 2050 vision, reinforcing its commitment to social impact through thoughtful design. The project not only shifted brand perception, positioning IKEA as a champion of inclusive design, but also created a scalable model for engaging consumers in behavioral change.
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