What's Your Why with Belén Frau, CCO & Global Communication and Positioning Manager, IKEA
We spoke with Anthem Judge Belén Frau about what drives her work to help build a better everyday life for people across the world.
What’s Your Why is a new series by The Anthem Awards team. We’re asking Anthem jurors to explore the guiding principles that have and continue to shape their journeys in social impact.
Systemic problems call for systemic solutions. Addressing every aspect of an issue takes resilience and dedication. When the going gets tough, Belén Frau—Anthem Judge and Global Communications Manager of IKEA—anchors deeper in her mission to transform the living conditions of vulnerable communities worldwide.
IKEA is a pioneer in using business responsibly to drive meaningful change. Profits from Ingka Group may only be used to reinvest back into the business, save for a rainy day, or for charitable purposes through the IKEA Foundation, an independent philanthropy focused on creating brighter lives on a liveable planet. The IKEA Foundation has granted €2 billion for people and the planet so far. From building frameworks for sustainable livelihoods to helping communities most affected by climate change, their team relentlessly finds holistic routes to innovate a better future for all.
We spoke with Frau to uncover what fuels IKEA’s drive to be a global force for change. Read on for more on how they prioritize action over pledges to make a real impact.
Can you tell us a bit about the work you do? How long have you been working in social impact?
I work with the ultimate purpose of creating a better everyday life for the many people. I have been working 20 years with this compelling vision that has guided my work, my decisions and my choices. I believe purpose and profit are best friends, and it’s a good business to be a good business.
Why were you drawn to this cause or social issue? Do you have a memory or moment that sparked your interest?
I truly believe that through my work I can support to make peoples life better—either having access to affordable, accessible and sustainable products that make their life at home better, or by contributing through our profit to IKEA Foundation’s charitable activities, directed mainly to support children suffering from climate change and inequalities.
“None of us can solve world inequalities alone but we can all together be the solution.”
What background or lens do you bring to this space? How do they shape the way you tackle projects or initiatives?
I am very practical. I believe actions speak louder than words and I believe every action counts—none of us can solve world inequalities alone but we can all together be the solution.
Who do you do this work for? Which communities are you interested in uplifting through your projects and why?
I believe in a better life for the many people. Through my work we have special focus in some target groups (children, refugees…) but there are opportunities to create an impact in our everyday lives. As an example, integrating diversity in our workforce, especially those in risk of exclusion.
In social impact, the work is long and the road isn’t easy. What is your North Star, principle or philosophy that keeps you going? What keeps you rooted?
I want to give back to the world since I am very grateful for the opportunities I have had. My north star is leaving my three children a better world than the one we live in today, and that sparks my action.
Did you ever want to give up? How did you overcome that?
Of course there’s moments were you lose faith. At the same time, I reflect and come back, reinforce—when things get extraordinarily tough it’s time for extraordinary leadership!
Can you share three bodies of work (books, essays, projects, music, etc) that inspire your own?
I think the work of the IKEA Foundation relentlessly supporting those in need is my biggest source of inspiration.
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