Interview with Tayfun Avdan
Product Requirement Specialist IKEA
© IKEA
Why and since when have you been active in standardization?
I am an active participant in several standardization committees since 2017. IKEA plays an essential role in many standardization committees. Requirement Engineering department in IKEA has a big positive impact on standardization work in different areas for furniture such as safety, mechanical, chemical, electronics, textile etc. IKEA’s requirement specialists work as expert and/or chairman in different committees, national and international level, to build new standards or to revise existing ones. I belong to this department, work as Product Requirement Specialist and am responsible for standardization work for certain product types as well as circular economy.
Where are we in the furniture industry in terms of sustainable and circular business? What approaches already exist? What challenges do you still see?
Circularity is a complex topic that is gaining an increasing amount of attention in many discussions, encompassing many different questions concerning environment impact, business potential, sustainable development, innovation, safety and more. There is a change in how circularity is referred to; traditionally referred to as an economic model, we see a new context emerging of a circular eco-system. The transition from linear to circular business mindset has begun in many areas, but it is still scattered and lacks the systemic approach. Material choice, production, logistic, product design and development all need to be adapted for circularity to reach its full potential. Also, customer habits of consumption and purchase preferences will need to shift and will be one of the key drivers in creating a demand for circular offers. We need to build a circular business network in which the whole value chain is involved and connected through a complete eco-system.
Furniture industry has some challenges, but at the same time the industry has many opportunities too. There is a lot of positive enthusiasm, and IKEA is taking very concrete steps to move toward our goal to become circular by 2030.
Last year, the Commission published the new Circular Economy Action Plan (CEAP) with a focus on design, epically when it comes to furniture. Will the CHEAP impact the European furniture industry?
We see an increased attention of regulators towards the furniture industry, and furniture is considered one of the priority groups in the CEAP. We applaud the European Commission’s efforts to establish a modern regulatory and policy framework in support of the circular economy. At IKEA, we wish to contribute to the discussion, listen and learn, and share our own findings and experience. We want to be part of the the furniture industry supporting the overall movement towards a circular and climate neutral economy.
The CEAP includes more than 30 initiatives, and the SPI (sustainable Product Policy Initiative) is focusing on design and considered the “flagship” initiative. We are aligned in the approach that design is an essential element in enabling a large-scale, positive, and lasting impact on our world. To do so, we must ensure a consistent, easy-to-navigate regulatory landscape. It will have an impact on furniture industry.
How do standards support you in this goal and possibly the Circular Economy Action Plan CEAP?
Standards develop frameworks, guidance, supporting tools and requirements for the implementation of activities of all involved organizations, to maximize the contribution to circular economy (or any other topic). The need for common definitions and common methodologies/measurements established by standards is crucial. In this way only we can ensure there is real comparability across the same product group.
Setting the minimum level of compliance that needs to be implemented by all industry stakeholders, creates a more level playing field for development.
Are these measures also linked to new business models with regard to a circular economy?
We have identified three key areas for development and are testing and developing new business models and concepts to enable customers to prolong the life of their IKEA products through convenient solutions that inspire them to acquire, care for, and pass them on in circular ways. We are developing circular solutions to reach existing and new customers who want to care for the products they already own, those who cannot afford and/or do not want to buy new products, and those who want to pass things on.
What role will international standards play in these new business models?
We see complementary and different level of standardization and legislative work on circular economy. One part is coming from big initiatives such as EU CEAP and will form future business models with certain regulations. SPI (Sustainable Product Policy Initiative) is one of the strongest examples for this. SPI aim for revising the Ecodesign Directive and propose additional legislative measures as appropriate, aims to make products placed on the EU market more sustainable; durable, reusable, repairable, recyclable, and energy efficient.
Standardization at two levels play an important role. Standardization at European (CEN-CENELEC) and international (ISO) level is very important for establishing harmonized definitions for different parameters related to the circular economy. CEN/TC207 aims for creating a new WG (working group) for only circular economy and currently identifying the need for circularity standardization to support industry. This is important since most experienced furniture experts and industry players are working collaboratively in CEN/TC207 and working on standards on technical level.
ISO / TC 323, international level standardization work on circular economy. New standards, are currently being developed, are more strategic level in nature and deal with terms, definitions, measuring and assessing circularity and business models. ISO/TC323 develops the framework.
It is important to note that all standardization work should be complementary, rather than duplicating other ongoing efforts. A consistent, easy-to-navigate regulatory landscape is necessary for the realization of the full potential of the circular economy.
As a trendsetter in the furniture industry, IKEA could establish manufacturer-specific standards, yet you rely on broad industry-agreed solutions and you actively commit yourself to the European and international standardization work at CEN and ISO. What advantages do you expect from this?
IKEA is in more than 50 markets. Keeping track of standardization work is essential and time consuming. Our entire range is designed and tested to adhere to – and often exceed – the strictest international standards. Why? Because standards, based on expert views, serve as a common solution to reoccurring problems for consumers, societies, governments and/or businesses. We’ve made a promise to our customers that IKEA solutions will always be safe, healthy and high quality. And it’s a promise we intend to keep.
Furthermore, International standards play a key role for business development and competitiveness for companies. Harmonized standards, like international standards, are always essential to be compliant in new markets as well as in existing markets. IKEA experts are actively working in about 100 standardization committees.
We are always working to provide consumers with the full IKEA range, with speed and efficiency. At the same time, we need to ensure our products meet the mandatory requirements for all markets around the globe at the very beginning of the product development process. That’s why we want to ensure we stay ahead of the changes. The more lead-time we are given on updates or changes to standards, the quicker we can secure compliance and provide consumers with affordable home furnishing solutions.
Last but not the least, collaboration with other industry players and/or experts from different countries in international standardization work is a great opportunity to build relationships and share knowledge with other stakeholders in furniture industry.
Do you have any concrete examples of IKEA’s contribution to standardization work concerning circular economy?
IKEA has initiated and has been leading a Task Group for circularity under the standardization committee CEN/TC 207 “Furniture”. Recently, this Circular Economy Task Group has been formed into a totally new Working Group (WG10) “Requirements and tools for furniture circularity” under the umbrella of CEN/TC207. I have the honour to chair this new Working Group, which will focus on circular furniture within the scope of its parent furniture committee (CEN/TC 207). We are planning to work on requirements and tools for circular furniture design and End-of-Life strategies for practical use, and our first standardization project is on design for disassembly/Reassembly. I am sure more standardization projects will follow, which is why I welcome further furniture experts to join this Working Group on its journey to a circular furniture industry.
