Doing it Right in 2021

Iceland has a long history of ‘doing the right thing’ and we are committed to play our part in achieving the United Nations’ Sustainable Development Goals (SDGs)


Our customers trust us to be a responsible business, in terms of the products we sell, the way that we source them, how we support the communities we serve, and how we ensure the wellbeing of our 30,000 colleagues.

Published in 2015, the SDGs are important because they provide a focus for businesses to contribute to a better future for everyone. They are a ‘to do’ list for all of us, to wipe out poverty, fight inequality and tackle climate change in the run-up to 2030.

We support all 17 of the sustainable development goals but we have a particular focus on the five below.

  • Goal 8 – Decent work and economic growth:
    Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.
  • Goal 12 – Responsible consumption and production:
    Ensure sustainable consumption and production patterns.
  • Goal 13 – Climate action:
    Take urgent action to combat climate change and its impacts.
  • Goal 14 – Life below water:
    Conserve and sustainably use the oceans, seas and marine resources for sustainable development.
  • Goal 15 – Life on land:
    Protect, restore and promote sustainable use of terrestrial ecosystems; sustainably manage forests, combat desertification, and halt and reverse land degradation and halt biodiversity loss.

Leading and developing our ‘Doing it Right’ plan

Our ‘Doing it Right’ plan is owned by the Iceland board and led by Managing Director Richard Walker. 

It is a dynamic programme which continues to be developed in the clear knowledge that to achieve real change, we have to work with others and we have a great deal still to do. As a privately owned, founder-led business we have a unique set of principles that set the scene for ‘doing it right’.

Doing it right at Iceland…

  1. Never underestimate how much a business can achieve, if it cares enough
  2. Be curious. Don’t just listen to corporate groupthink or get stuck in echo chambers. Get out and see issues for yourself. Talk to real people.
  3. Be a player not a commentator.
  4. Be courageous and don’t fear failure. If you act ethically and do the right thing, people will root for you. And if you challenge powerful lobbies, they will bite back.
  5. Welcome collaboration – some of the most effective partnerships come from unlikely bedfellows.
  6. Make it personal. Take it from the boardroom to the seminar room, the conference, the shop floor, the school assembly: wherever anyone will listen to you.
  7. NEVER underestimate the power of the consumer to achieve change.
  8. Focus on the end game. Stick with your vision however bumpy the journey may be.