Popularity of Stylish, but Sustainable, Products Swedish design the simple, futuristic, edgy, and fashionable designs offered by IKEA is popular among consumers overall. In addition to style, consumers are also interested in “green” products that enhance the sustainability of natural resources. The recent corporate movement toward “green” practices is becoming more prevalent, and consumers are becoming more aware of a company’s carbon footprint. IKEA is well positioned to take advantage of this trend.