‘Stay optimistic’: Career advice from the outgoing CSO of IKEA’s largest retailer

Karen Pflug, chief sustainability officer at IKEA’s largest retailer, Ingka Group, is leaving the company at the end of December after 12 years. She was named CSO in August 2021. Her previous leadership roles covered quality control and customer insights for the retailer.

Pflug’s successor will be Erika Intiso, most recently the country manager and CSO for IKEA’s retail operations in the Czech Republic, Hungary and Slovakia. She officially takes over on Nov. 15, reporting to Ulrika Biesèrt, Ingka’s group people, sustainability and communication manager. Pflug is staying to assist with the transition.

“Working across the IKEA value chain has proven to me that sustainability is a powerful engine for business growth,” Intiso said.

Governance shift

Biesèrt characterized the handover as the next phase of “integrating sustainability across our business.” Pflug’s reporting structure had changed in the past year. For much of her tenure, she was part of the group management organization and attended those meetings, but that access changed when the group was slimmed down. She reported directly to the chief financial officer.

Ingka is one of the rare retailers on pace to deliver its 2030 emissions reduction commitment. During her tenure, Pflug worked closely with Ingka’s largest supplier, IKEA, to nudge consumers toward more sustainable products. That relationship is critical. “By having the size and volumes and guaranteed revenue for suppliers, that helps us change the production line,” she said in a 2024 Climate Pioneers interview.

As Pflug reflects on what she’ll do next, she shared parting advice for other sustainability professionals based on three questions sent via email. Following are excerpts of her responses.

The best way for a mid-career professional to advance in this moment

“My advice would be not to focus too much on career progression but on building range.

Some of the most valuable experiences in my career came from roles that didn’t look like obvious steps at the time. They exposed me to different functions, cultures, countries and ways of thinking, giving me perspectives I might otherwise never have gained.”

The hardest or most important lesson of her career

“A clear direction, a strong business case and the right KPIs are all important, but lasting change also requires people to understand what you’re trying to achieve, why it matters and how they can contribute. 

The most effective leaders build trust, create understanding and encourage shared ownership. When people feel part of shaping change, rather than simply being asked to follow, that’s when meaningful progress happens.”

The best leadership advice Pflug ever received

“I’ve received valuable advice at different stages of my life. My dad raised myself and my two sisters to believe there was nothing we couldn’t do, which gave me confidence from an early age.

Later, [former Ingka Group CEO] Jesper Brodin taught me the importance of leading with optimism, grounded in action and the belief that there is always something constructive you can do, even in challenging situations.

A kayaking coach introduced me to the idea of ‘channeling positive dissatisfaction’: after a disappointing race, refocus and look for opportunities to learn and improve, rather than dwelling on what went wrong.

Together, these lessons have shaped my approach to leadership: believe in people’s potential, stay optimistic and never stop learning.”