Familiar Spaces, Future Selves

Values-Led Consistency and Lessons in Attention from IKEA

IKEA: Emotional Design in a Disposable Age

Familiarity is both a blessing and a curse, and IKEA knows this better than anyone. In fact, they have built nearly an entire business model on the by-product waste of superior materials, reconstituted into their MDF furniture. And, after having pieced those materials back together, they appeal to consumers time and time again with their lovable and affectionate marketing charm.

They stay relatable, and humble in their approach, by sharing the limitations of their products (most notably, their intended lifespan) and by showing us the myriad ways something can be used, repurposed, or repaired — even when it is no longer viable for its intended use.

Introducing: Identity, Imperfection, and Domestic Chaos 

It’s a kind of genius, because it mirrors so much of modern life for the average household, regardless of who that household contains — or is. IKEA evokes minimalism in the face of chaos and embraces the inevitable noise that life brings. They provide the tonic — the acceptance — that so many of us crave, and soothe us with their willingness to accept us as the imperfect, ever-evolving beings that we are. Crayon-drawn side tables and all.

I am reminded of this every time I wander through my local store, hoping for a spark of creative inspiration. Instead, I find myself bumping up against styled rooms filled with portraits of country life, LED screens showing faux windows overlooking neighbouring gardens, and pillows arranged on sofas in a way that makes you feel the occupant is just in the next room, making dinner and lost in their own thoughts.

IKEA recreates a “home from home” experience in each store — spaces we recognise, connect with, and know. They appeal to our sense of the familiar, encouraging us to stretch just slightly beyond it.

And by nudging us out of our purchasing comfort zones, they reinforce the comfort already within them. It’s a dichotomy they’ve mastered. Many of us are already repeat buyers and have adopted an inadvertent advocacy — we are loyal by proxy, having been raised in homes already furnished by IKEA, and are generational consumers, appealed to with nostalgic recollections, current trends, and visions of future possibility: careers, relationships, and families — all staged in spaces we can imagine as our own.

The Business of Belief: Seeking Authenticity

Lately, I have seen more and more companies showcase their values in an attempt to maintain both trust and loyalty. Some achieve this more authentically than others, because we can often tell — with very little effort — whether a shift is the result of true internal evolution or a convenient marketing agenda, devised with further consumption and brand alignment in mind.

Real change reveals itself not just in polished campaigns, but in how a business or entity treats its employees, responds to critical events like market crashes, and operates consistently over time.

We are now entering a new digital era — one that compels us to question not only what it means to be a consumer, but how we choose to spend our time and attention. And in a world where everything is accessible at the touch of a button, it feels urgent — necessary, even — to pause and reflect on our own innate motivations. Because it’s these very motivations that fuel our consumption, our production, and our contributions. And they can also be the catalyst — or the crux — of them.

The Authenticity Test

In a changing landscape, authenticity isn’t optional — it’s the difference between fleeting and lasting success. So I ask you, from one human being to another: to what degree will you stretch beyond your familiar? And how, in that stretch, will you choose to bravely pave a new path — one not dictated by sales, algorithms, or campaign motivators, but by your own values, your own dreams, and your own choices?

What Comes Next?

Our work is rooted in our values: authenticity, intention, and the quiet power of meaningful connection. In an age of noise, we’re committed to slowing down, asking better questions, and building brands — and communities — that reflect who we truly are.

If you’re a creative, a founder, or someone rethinking what it means to show up online with purpose, we’d love to hear from you.

You can find us here at cedarcove.co.uk or on Instagram @cedarcoveuk. We’ll also be sharing more reflections, practical insights, and behind-the-scenes moments on Substack and Bluesky — because thoughtful work deserves a thoughtful pace.

Thank you for reading. It means more than you know.