Ikea is buying back old furniture with its #BuyBackFriday initiative. Many brands are shifting their focus to sustainability in an effort to cater to the growing conscious consumer demographic. As buyers demand corporations be held accountable for their environmental footprint, many brands are responding with clever campaigns to show their dedication to the movement.

Ikea's Buy Back Friday program is a perfect example of that creativity, as it combines both brand and consumer action. The campaign invites consumers to return old Ikea furniture n exchange for a voucher to the store. By doing this, consumers can receive a voucher worth up to 50% of their products original price. If Ikea can't give new life to an old product by reselling it, they will donate it to various community organizations.