IKEA has been a natural part of people’s lives for almost 80 years. Their products and solutions have helped out to create a better everyday life by supporting people in all kinds of life situations. With the IKEA film “Next Generation” we want to inspire people to a more sustainable lifestyle by portraying how an old armchair and all the memories that are connected to it can be passed on to a new generation. Because a sustainable lifestyle is not only about choosing sustainable products, it’s also about letting existing products get a prolonged life.