This smells like some really bold and really ridiculous PR attempt. "Ikea uses about one percent—yes, one percent—of the world's entire commercial wood supply. That amounts to about 17.8 million cubic yards of lumber last year. " [1] I guess they need this PR purchase to appease some eko organization. And this is equally ridiculous. Ikea is making furniture, something people really need. Why they have to explain them…
Unfortunately we live in a world where virtue signaling is more important than actual virtues and winning arguments is more important than actual winning. Yes this is a PR thing and will help to create a positive public image that IKEA hopes will help them thwart the evil eyes of the rent seeking politicians.
Note: A tree is useful and carbon negative only if it is growing a tree in forest that has stopped growing is mostly useless for offsetting carbon, if anything we need a Logging 2.0 where we cut down a lot of trees and use them for long term purposes such as furniture, housing, infrastructure etc. and plant and grow new trees.
> Why they have to explain themselves for doing something useful?
They don't have to and neither does Amazon, Google, Exxon and thousand other companies have to explain anything to the public or govermint and yet you see so many attempts by government and activists to force them to explain.