In the beginning, "hygge" was a concept circulating by the Danes, which means creating a warm and attractive atmosphere inside the house.
 

Now the Swedes introduced the concept of lagom, which means not too much, not too little. It comes from the phrase "lagom är bäst", which translates as "the proper amount is the best." The concept implies a balance means that you need not to sacrifice what you love, while not take more than you need from the planet.

IKEA's Head of Sustainability , Joanna Yarrow, says "This is a way of life for most families in Sweden. "Scandinavian countries is greener than the British because there is a sense of teamwork, everyone doing his duty." Yarrow is trying now to introdauce this culture to the UK, where more than half of its  population say that they can not afford the greener life,  because inevitably they must invest and buy new things such as LED lamps.

Therefore Ikea began implementing a three-year project entitled "Life lagom", which aims to help families explore the advantages of living more sustainably, in cooperating with  University of Surrey and  Habab Sustainability Foundation. 

Last year, IKEA gave 125 families vouchers worth £ 500 to help them buy LED bulbs, which consume up to 85 percent less energy than regular lamps, as well as  food containers to reduce waste and timings for the shower. And this year, 150 persons will receive vouchers worth £ 300.