Housing prices in Canada are at an astronomical high, and home furnishings is one of the smallest retail categories. How, then, has IKEA Canada managed to consistently outpace the category's slow growth? IKEA Canada's CMO, Lauren MacDonald, will talk about a genuine purpose baked into the company's DNA and walk the MES crowd through the retailer's decision to stop being so humble, and move from talking about the home to advocating for people and the planet under the "Beautiful Possibilities" platform. |