At IKEA packaging & identification plays a major role in the entire supply chain and in the meeting with the customer. To reach our overall sustainability ambitions to become people and planet positive, and to inspire and enable the many people to live a better everyday life within the boundaries of the planet by 2030, all dimensions needs to be considered. Maja Kjellberg from Inter IKEA will share the ambitious contribution from a packaging perspective and how the product and packaging development goes hand in hand to build the brand.