IKEA Kicks Off "First :59" Program to Help Consumers Better the First Hour of Their Day

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Panel of Lifestyle and Design Experts to Share Tips for Making the Most of Mornings

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“Because IKEA understands how people live at home, we are in a unique position to help people customize their homes and their morning routines to get a better start to the day.” - Lisa Allen, IKEA Project Leader for First :59.

Because good days begin at home, IKEA U.S. announces the launch of a new program called “First :59,” designed to provide consumers tips and advice to make those first 59 minutes of the day easier, from the minute the alarm clock rings until the moment they head out the door. The initiative allows IKEA to share expert ideas that help consumers make most out of the first hour of their day, centered around common morning routines and key areas of the home – bedrooms and bathrooms – where we get ready daily. These valuable tips will be available on the program hub at First59.com.

To identify people’s biggest morning challenges, IKEA conducted a recent survey* about Americans’ morning habits. 72% of respondents said that a stressful morning affected the rest of their day, and three in four people do not have a regular weekday morning routine. To address this, IKEA assembled a panel of four lifestyle and design experts to provide tips and ideas, including everything from shortening one’s grooming routine to creating an organized bathroom to getting kids out the door on time. The panelists are: Vera Sweeney of LadyAndTheBlog.com; Melanie Edwards of ModernMami.com; Timothy Dahl of “Charles & Hudson” and “Built by Kids” blogs; and Janice Simonsen, IKEA U.S. design spokesperson and chief “Design by IKEA” blogger.

“’Waking up on the wrong side of the bed’ is a classic expression because it carries some truth – that the way you start your day has implications on how you feel throughout the entire day,” said Lisa Allen, IKEA Project Leader for First :59. “Because IKEA understands how people live at home, we are in a unique position to help people customize their homes and their morning routines to get a better start to the day.”

As part of the program, IKEA will be partnering with Oprah.com to provide an online quiz to help consumers identify their own biggest morning routine needs and then direct them to relevant ideas on the First :59 hub. This quiz will be available at http://www.oprah.com/createyourspace/Quiz-What-kind-of-morning-person-are-you starting on September 29, 2014.

For additional inspiration, people can follow the dedicated First :59 Pinterest board (http://www.pinterest.com/IKEAUSA/First59). Consumers can also share their own morning routine suggestions on social media with the hashtag #First59.

For additional survey findings, panelist tips, product suggestions and more information on the program, visit First59.com.

*IKEA conducted a telephone survey of 1,012 adults living in the Continental United States during the period of July 17-20, 2014. The survey examined respondents’ behaviors and emotional outcomes as it related to their morning routines. The margin of error for this study is +/- 3.1%.

About IKEA
Since its 1943 founding in Sweden, IKEA has offered home furnishings of good design and function at low prices so the majority of people can afford them. There are currently more than 350 IKEA stores in 45 countries, including 39 in the U.S. IKEA incorporates sustainability into day-to-day business and supports initiatives that benefit children and the environment. For more information see IKEA-USA.com, @IKEAUSANews, @IKEAUSA or IKEAUSA on Facebook, YouTube, Instagram and Pinterest.

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Courtney Walker
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