People want to do good things. They like supporting businesses that do good things. Unfortunately, it’s difficult to find a “good” cause without finding someone passionately against it.

IKEA’s “Never Ending List” boasts 81 improvements IKEA has made “for people and the environment,” but nowhere in the list will you find a cause or a broad values statement. IKEA is committed to the environment we all share, not Environmentalism as an abstract concept.

People often disagree with broad statements, but heartily approve of specific actions related to the broad value statement they find difficult to agree with. For example, while there are people who say providing food assistance enables the lazy, hardly anyone is against feeding a hungry person. Others might not agree that global warming is an issue, but hardly anyone believes conserving energy is a bad idea, especially if they believe it saves them money.