IKEA wanted to demonstrate its commitment to sustainability by bringing global attention to the issue around the planet's rising temperatures. Despite dire warnings, the world is still slow to act. So the retailer set up a simple experiment to demonstrate what climate change would feel like in 2025 (when temperatures are expected to rise four degrees).

IKEA and Rethink turned down the air conditioning system inside one of its stores and the temperature quickly rose to predicted levels. It didn’t take long for customers to feel the effects of climate change first-hand, with the experience filmed and then shared on social.

As a result of the experiment, visitor numbers declined, sales were well below target, and the number of people who stayed to purchase something from IKEA was down 10%. Sentiment for IKEA, however, was overwhelmingly positive, with people commending the experiment and the brand’s efforts to become a sustainable brand.