IKEA, the iconic Swedish furniture and home decor brand, is preparing to attempt to break the Guinness World Record for the largest gathering of people dressed in two-piece pajamas. The event, which will take place on August 28 in Älmhult, Sweden, the birthplace of the company, will kick off a year of initiatives dedicated to improving sleep quality.
Despite the widely recognized importance of sleep, many people still struggle to get quality rest. According to the recent IKEA Life at Home Report, 55% of people consider sleeping to be their most important well-being activity at home. However, numerous studies indicate that up to one in two adults are not satisfied with their sleep, impacting their daily functioning, mood, work performance, and mental well-being. Additionally, socioeconomically disadvantaged groups are often even more impacted by poor sleep quality. IKEA believes that a good night’s rest is essential for a better daily life, and should be accessible to everyone, regardless of their lifestyle, living conditions, or economic resources.
Global Initiative to Improve Sleep
The world record attempt will serve as the kickoff for a year-long global campaign focused on promoting six key factors to improve sleep quality: Comfort, Light, Sound, Temperature, Air, and Organization and Storage. Throughout the year, IKEA will conduct new research, share valuable knowledge and practical tips for improving sleep quality, and launch new affordable products.
Fredrika Inger, CEO of IKEA Sweden, comments: “For decades, IKEA has been dedicated to understanding and improving how people sleep. However, since sleep quality remains a significant social issue, we are intensifying our focus. In recent years, we have innovated our sleep solutions to be more durable, sustainable, comfortable, and affordable, in order to help more people achieve better rest. With our extensive experience and global reach, we have the opportunity to create a better day, and night, for hundreds of millions of people.”
A Year Dedicated to Sleep
The world record attempt not only aims to set a milestone, but also to kick off a series of initiatives to improve the sleep environment. IKEA aims to address challenges such as creating a suitable sleeping environment and establishing nighttime routines, essential aspects for good rest that many do not have the opportunity to optimize. The company, with 80 years of experience in home furniture, has extensively researched sleep patterns and cultural challenges to develop effective solutions.
Fredrika Inger adds: “We know that many people face difficulties living in small and shared spaces, where cluttered and messy environments make it difficult to create an ideal sleeping environment. We have listened to our customers to develop a range of comprehensive sleep solutions that best suit their diverse needs, allowing everyone to create their own comfortable and restful resting environment.”
With this ambitious initiative, IKEA is not only aiming to break a world record, but also to transform the quality of sleep for many people around the world.