The Inside Story Behind Ikea Canada's "Second-Hand Tax (SHT) is Happening" campaign with Tanya Bevington, Head of Communications for IKEA Canada, and Anthony Chelvanathan, Chief Creative Officer at Edelman Canada

The Voice of Retail

My guests on this episode are Tanya Bevington, Head of Communications for IKEA Canada, and Anthony Chelvanathan, Chief Creative Officer at Edelman Canada. They discuss the insights and unique creative partnership behind Ikea Canada's clever and brilliant "Second-Hand Tax (SHT) is Happening" campaign.

The brand discovered recently that in Canada, there is a 'harmonized sales tax' (HST) added to sales receipts for resold items, meaning second-hand purchases are taxed twice. Ontario, where the most Canadian IKEA stores are located for instance, has one of the highest HST rates in the country at a whopping 13%. Recognizing that this tax structure actually discourages circular shopping, and with affordability and sustainability at the core of their brand, IKEA has launched 'Second-Hand Tax (SHT) is Happening'.

The SHT initiative introduces a counteracting –13% tax for second-hand items purchased from IKEA's "As is" section, the retailer's sell-back and buy-back category located in every store and online. Effectively eliminating the double tax on second-hand items, the SHT tax is designed to raise awareness for this issue, which unfairly places the burden of action on retailers. Nearly every tax-paying country in the world has a similar sales tax structure in place.

• Sign the petition at change.org so that all Canadians can shop circular for less, for good.

About Tanya

Tanya Bevington: Tanya Bevington is head of Communications for IKEA Canada, a world's leading home furnishing retailer. For nearly 50 years, Canadians have welcomed IKEA into their homes and they have been strong supporters of the IKEA brand, product range and its vision "to create a better everyday life for the many people".

Tanya joined IKEA in 2014 and is responsible for overseeing the national corporate communications and public affairs programs for IKEA in Canada. Tanya is also a member of the Canadian management team for IKEA.

Prior to joining IKEA, Tanya spent ten years working in communications for Waterfront Toronto, the tri-government agency responsible for overseeing the renewal of Toronto's waterfront.

Working in the communications field for over twenty years, Tanya is a seasoned professional with extensive experience in corporate communications, media and government relations, internal communications, strategic planning, and issues management. She holds a Bachelor of Arts degree from the University of Western Ontario and a Master's degree in Professional Communications from the University of Western Sydney, Australia. Tanya lives in Burlington, Ontario with her husband and three children.

About Anthony

AnthonyChelvanathan: Prior to taking on his current position as Chief Creative Officer at Edelman Canada, began working his way up as an Executive Creative Director at Leo Burnett Toronto, which culminated in his appointment to Senior Vice President. Along the way, Anthony has made a name for himself as one of the most prolific creatives in his industry. His work has garnered acclaim at nearly all of the world's top creative shows, including 64 Cannes Lions recognitions and 500+ international awards from institutions such as D&AD, The One Show, ADC, Communication Arts, LIA and Clios.

Throughout his career Anthony has repeatedly landed at the top of Strategy magazine's creative talent lists and has even been ranked 6th in the world by The Gunn Report. He has reached incredible heights (his TSN campaign promoting the Rogers Cup was among the most-awarded billboard campaigns in the world) while ranking up tens of millions of views in the process (his follow-up video to the famous #LikeAGirl campaign alone received 90 million) and Anthony became the first judge to represent Cannes Lions in Sri Lanka and has represented Canada on numerous occasions.

His passion and knack for zeroing in on unique human insights at the heart of a brand's purpose has resulted in major accolades for both his clients and agencies throughout his career, including winning an International Grand Prix for his IKEA project 'Cook This Page'. Anthony's world-class expertise in bringing big ideas to life also knows no categorical bounds, with his creative leadership directly leading to agency wins and business growth across nearly every industry and category.

When he's not unleashing juggernaut creative ideas onto the world and meticulously crafting his way to the number one Art Director spot in the country, Anthony can be found in his kitchen, treating his friends to his latest spicy curry recipe.

About Michael

Michael is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and media entrepreneur. He has been on the front lines of retail industry change for his entire career. He has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Secure conference with leaders from The Gap and Kroger talking about violence in retail stores, keynotes on the state & future of retail in Orlando and Halifax, and at the 2023 Canadian GroceryConnex conference, hosting the CEOs of Walmart Canada, Longo's and Save-On-Foods Canada. Michael brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael also produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in North America, Remarkable Retail,
Canada's top retail industry podcast; the Voice of Retail; Canada's top food industry and the top Canadian-produced management independent podcasts in the country, The Food Professor, with Dr. Sylvain Charlebois.
Rethink Retail has recognized Michael as one of the top global retail influencers for the fourth year in a row, Coresight Research has named Michael a Retail AI Influencer, and you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state of the retail industry in Canada and the U.S., and the future of retail.