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…
OTOH, it was recently announced that in order to promote sustainability, IKEA is going to sell spare parts too.
That's pretty good imho.
And keep in mind that we're talking about wood, something that's fairly recyclable, all things considered: imagine if apple started doing the same with iphone and macbook pro parts (that is selling spares directly to consumers)