In this inspiring episode of Always On, host Shahar Silbershatz sits down with Belén Frau, Chief Communication Officer of Ingka Group — the largest IKEA franchisee — to explore how one of the world’s most beloved brands uses purpose, insights, and data to stay deeply connected with customers, coworkers, and society.

Belén shares her journey from finance and retail operations to leading global communications, and explains how IKEA’s obsession with understanding life at home — through data, dialogue, and trust — shapes everything from product design to brand activism.

With refreshing candor and clarity, she opens up about the structure behind IKEA’s unique brand ecosystem, how communication leaders can gain influence in the C-suite, and why being “always on” is essential in today’s complex, fast-moving world.

🔑 What you’ll learn in this episode:

How IKEA connects purpose with action — and why affordability, sustainability, and accessibility are central to its brand promise
Why “Life at Home” is more than a slogan — and how insights from 55,000+ homes drive innovation, campaigns, and connection
How IKEA built an econometric model to link brand trust directly to visitation and sales
What it takes to lead comms across 30+ markets — balancing global consistency with local creativity
Why communication is now a business lever — not a support function — and how to prove its value through performance and data
How IKEA responds to crises, social issues, and misinformation while staying anchored in humility and values

Timestamps

00:00 Introduction to Life at Home

00:30 Welcome to the Podcast

00:54 Meet Belén Frau: Career Journey

01:41 Transition from Retail to Communications

04:05 The Power of Purpose-Driven Brands

05:47 Understanding IKEA's Complex Structure

12:40 Life at Home: Insights and Innovations

21:41 Positive Outlook on Global Branding

22:16 Balancing Global Consistency with Local Freedom

23:40 Support Over Control in Global Operations

24:35 Leveraging Local Innovations Globally

25:31 Data-Driven Communication Strategies

26:29 The Role of Data in Communication

27:34 Weekly Data Review and Feedback Loop

28:10 Importance of Happy Customers and Employees

28:39 Brand Metrics and Business Growth

28:58 Building Brand Trust Through Data

33:04 Always On: The Need for Constant Engagement

34:33 Crisis Communication in a Fast-Paced World

36:22 Navigating Social and Political Issues

39:17 The Future of the CCO Role

41:32 Switching Off: Personal Time and Relaxation

42:20 Conclusion and Farewell

To stay current with corporate reputation trends and track perceptions of global companies and industries, visit groupcaliber.com.

IKEA's Belén Frau on Building Brand Trust From the Inside Out