In an effort to deepen its connection with consumers—beyond products and services, IKEA has launched an initiative aiming to support its customers in life-improvement projects at home and beyond.
The initiative, titled The Life Improvement Project, is designed to help people build a better life and community by offering seminars in stores across the country, along with a sabbatical contest where IKEA will offer one lucky customer the chance to spend a year (and $100,000) improving the lives of others.
They ask customers to share their dreams, pitch the non-profit they've always wanted to start, or describe their ongoing passion to volunteer—2,000 characters or less. Judges are looking for creativity, originality and ambition.
Four illustrated life-improvement manuals available on the project website are Closet Organization, Reward Exercise, Save The Honey Bees, and Drink More Water.