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Planned Obsolescence
                        Life Cycle Thinking
                           EcoNetwork 23rd July 2009
                            Ecodesign Centre Wales

    Leyla Acaroglu
    Director, Eco Innovators
    Melbourne, Australia
    www.ecoinnovators.com.au
Leyla Acaroglu :: www.EcoInnovators.com.au
Planned Obsolescence




Leyla Acaroglu :: www.EcoInnovators.com.au
What is planned obsolescence?


              • The intentional failings of a product

              • The shortening of a products life

              • Manipulation of a market through product

                   lifespans




Leyla Acaroglu :: www.EcoInnovators.com.au
Definition of Planned Obsolescence


         “the deliberate policy of making a product
         become rapidly out of date or unserviceable, as
         by changing minor characteristics of a model, in
         order to ensure continual sale of new goods”.
                                             - The Macquarie Dictionary (2005, p1459)




Leyla Acaroglu :: www.EcoInnovators.com.au
Descriptions




Leyla Acaroglu :: www.EcoInnovators.com.au
When did it start and why?


        • Great Depression and post World War economy
        • Used to stimulate economic growth and generate
            employment and combat ‘frugality’
        • Wanted to facilitate growth by making people have to
            consume more frequently
        • Corporations realised they could make more profits
            from continual consumption
        • Create long term sales volumes by reducing the time
            between repeat purchases

Leyla Acaroglu :: www.EcoInnovators.com.au
Does it really exist?



        • Count how many mobile phones you have owned
            and list the reasons that you had to purchase a
            new one

        • Consider how often your have had to replace
            household electrical items such as kettles and
            toasters



Leyla Acaroglu :: www.EcoInnovators.com.au
Vance Packard and the Waste Makers


     • The Waste Makers was published in the 1960s and
          set out to expose the social and environmental
          degradation resulting from wasteful society and
          planned obsolescence in products
     • “the systematic attempt of business to make us
          wasteful, debt-ridden, permanently discontented
          individuals”.


Leyla Acaroglu :: www.EcoInnovators.com.au
• “our enormously productive  economy…
     demands that we make consumption our way 
     of life, that we convert the buying and use of 
     goods into rituals, that we seek our spiritual 
     satisfaction, our ego satisfactions, in 
     consumption… We need things consumed, 
     burned up, worn out, replaced, and discarded 
     at an ever increasing rate”
                                         ‐ George Nelson, Industrial Designer



Leyla Acaroglu :: www.EcoInnovators.com.au
Types of Planned Obsolescence




Leyla Acaroglu :: www.EcoInnovators.com.au
Technical 


                                                   • Technical: an existing 
                                                     product becomes dated 
                                                     when a new product is 
                                                     introduced that improves 
                                                     the function of the 
                                                     product in some way. 




Leyla Acaroglu :: www.EcoInnovators.com.au
Aesthetic 


                                                   • Aesthetic (style): a 
                                                     product that is still 
                                                     functional becomes 
                                                     unfashionable in our 
                                                     minds because styling 
                                                     changes make it less 
                                                     desirable. 




Leyla Acaroglu :: www.EcoInnovators.com.au
Functional 


                                                    • Functional: when a 
                                                      product is intended to 
                                                      break down or wear out 
                                                      within a given time. 




Leyla Acaroglu :: www.EcoInnovators.com.au
Service / system  


                                             • When the service of 
                                               system that supports the 
                                               product is changed or 
                                               altered to encourage the 
                                               consumption of a newer 
                                               product 




Leyla Acaroglu :: www.EcoInnovators.com.au
Notification 


                                                • Lights or parts that 
                                                  change colour to inform 
                                                  consumers that they need 
                                                  to purchase a 
                                                  replacement product 
                                                  even through the product 
                                                  will still function 




Leyla Acaroglu :: www.EcoInnovators.com.au
Leyla Acaroglu :: www.EcoInnovators.com.au
Advantages

   Manufacturers
                • Increased revenue from sales
                • Repeat customers
                • Seen as a technological leader, rapid innovation 
   Consumers
                • Cheaper upfront purchasing costs
                • Satisfaction of buying the latest,, safest or ‘best’
                  products
                • Being a ‘trend setter’ or fashionable 
                • Being able to afford to have ‘everything’
Leyla Acaroglu :: www.EcoInnovators.com.au
Disadvantages

    Manufacturers 
           • Increased dissatisfaction from customers
           • Legal ramifications 
           • Bad reputation / media coverage 
    Consumers
           •   Competitive consumption ‐ "keeping up with the Jones"
           •   Forced into continual consumption cycles
           •   Ongoing replacement or upgrading costs 
           •   Pressure to consume from advertising, peers and media 


Leyla Acaroglu :: www.EcoInnovators.com.au
Why is PO a problem?


                                         •   Environmental impacts 
                                         •   Because everything created 
                                             comes from nature 
                                         •   All resources are finite, some 
                                             more then others
                                         •   Creates inequity as consumers 
                                             are not in control or aware of 
                                             the lifespan of the products 
                                             that they purchase
                                        •    Promotes wasteful society 

Leyla Acaroglu :: www.EcoInnovators.com.au
Product Life Cycles




Leyla Acaroglu :: www.EcoInnovators.com.au
Designer influences 



        • Over 80% of a products social and environmental
            implications are decided and ‘locked in’ at the
            design stage (USA EPA)

        • Designer’s are the agents that have some of the
            greatest capacity to dictate the social and
            environmental implications of consumer goods



Leyla Acaroglu :: www.EcoInnovators.com.au
Resource extraction 


                                             •   All resources come from 
                                                 nature at some stage 
                                             •   Resources are finite and 
                                                 should be used 
                                                 conservatively
                                             •   Equity issues around the 
                                                 use and waste of 
                                                 resources 
                                             •   Generates huge amounts 
                                                 of waste
Leyla Acaroglu :: www.EcoInnovators.com.au
Manufacturing 



                                             •   Inputs includes: materials, 
                                                 energy, water etc
                                             •   Outputs include carbon 
                                                 emissions, waste water, 
                                                 toxic substances, waste 
                                                 materials etc 
                                             •   Equity issues with current 
                                                 manufacturing practices


Leyla Acaroglu :: www.EcoInnovators.com.au
Packaging & Transportation


                                             •   Transport and 
                                                 packaging happens at 
                                                 EVERY stage of a 
                                                 products life 
                                             •   Greater impacts from 
                                                 air and road 
                                                 transportation
                                             •   Over packaging is a 
                                                 waste of resources 


Leyla Acaroglu :: www.EcoInnovators.com.au
Use 


                                               •    Resource use during 
                                                    life such as energy or 
                                                    water etc
                                               •    Continual consumables 
                                                    such as cartridges or 
                                                    cleaning products 
                                                    creates impacts 
                                               •    Equity issues over 
                                                    safety, toxicity etc


Leyla Acaroglu :: www.EcoInnovators.com.au
End of Life 


                                                     •   Loss of resources to 
                                                         landfill
                                                     •   Limited recycling 
                                                         systems and capacity 
                                                         in different countries 
                                                     •   Recycling is often 
                                                         ‘down cycling’




Leyla Acaroglu :: www.EcoInnovators.com.au
Ramifications of PO




Leyla Acaroglu :: www.EcoInnovators.com.au
Eco Network Po
Leyla Acaroglu ::
www.EcoInnovators.com.au
Final Thoughts


      • Its not someone else responsibility to solve
           social and environmental problems – its
           everyone's responsibility
      • Designer’s are in a unique position to
           influence change over corporations and
           consumers alike
      • Don’t wait to be asked – just do it
      • Be a subversive designer
Leyla Acaroglu :: www.EcoInnovators.com.au
Thanks for your time

                          Questions:
                   ecoinnovators@gmail.com




Leyla Acaroglu :: www.EcoInnovators.com.au

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Eco Network Po

  • 1. Planned Obsolescence Life Cycle Thinking EcoNetwork 23rd July 2009 Ecodesign Centre Wales Leyla Acaroglu Director, Eco Innovators Melbourne, Australia www.ecoinnovators.com.au Leyla Acaroglu :: www.EcoInnovators.com.au
  • 2. Planned Obsolescence Leyla Acaroglu :: www.EcoInnovators.com.au
  • 3. What is planned obsolescence? • The intentional failings of a product • The shortening of a products life • Manipulation of a market through product lifespans Leyla Acaroglu :: www.EcoInnovators.com.au
  • 4. Definition of Planned Obsolescence “the deliberate policy of making a product become rapidly out of date or unserviceable, as by changing minor characteristics of a model, in order to ensure continual sale of new goods”. - The Macquarie Dictionary (2005, p1459) Leyla Acaroglu :: www.EcoInnovators.com.au
  • 5. Descriptions Leyla Acaroglu :: www.EcoInnovators.com.au
  • 6. When did it start and why? • Great Depression and post World War economy • Used to stimulate economic growth and generate employment and combat ‘frugality’ • Wanted to facilitate growth by making people have to consume more frequently • Corporations realised they could make more profits from continual consumption • Create long term sales volumes by reducing the time between repeat purchases Leyla Acaroglu :: www.EcoInnovators.com.au
  • 7. Does it really exist? • Count how many mobile phones you have owned and list the reasons that you had to purchase a new one • Consider how often your have had to replace household electrical items such as kettles and toasters Leyla Acaroglu :: www.EcoInnovators.com.au
  • 8. Vance Packard and the Waste Makers • The Waste Makers was published in the 1960s and set out to expose the social and environmental degradation resulting from wasteful society and planned obsolescence in products • “the systematic attempt of business to make us wasteful, debt-ridden, permanently discontented individuals”. Leyla Acaroglu :: www.EcoInnovators.com.au
  • 9. • “our enormously productive  economy… demands that we make consumption our way  of life, that we convert the buying and use of  goods into rituals, that we seek our spiritual  satisfaction, our ego satisfactions, in  consumption… We need things consumed,  burned up, worn out, replaced, and discarded  at an ever increasing rate” ‐ George Nelson, Industrial Designer Leyla Acaroglu :: www.EcoInnovators.com.au
  • 11. Technical  • Technical: an existing  product becomes dated  when a new product is  introduced that improves  the function of the  product in some way.  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 12. Aesthetic  • Aesthetic (style): a  product that is still  functional becomes  unfashionable in our  minds because styling  changes make it less  desirable.  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 13. Functional  • Functional: when a  product is intended to  break down or wear out  within a given time.  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 14. Service / system   • When the service of  system that supports the  product is changed or  altered to encourage the  consumption of a newer  product  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 15. Notification  • Lights or parts that  change colour to inform  consumers that they need  to purchase a  replacement product  even through the product  will still function  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 16. Leyla Acaroglu :: www.EcoInnovators.com.au
  • 17. Advantages Manufacturers • Increased revenue from sales • Repeat customers • Seen as a technological leader, rapid innovation  Consumers • Cheaper upfront purchasing costs • Satisfaction of buying the latest,, safest or ‘best’ products • Being a ‘trend setter’ or fashionable  • Being able to afford to have ‘everything’ Leyla Acaroglu :: www.EcoInnovators.com.au
  • 18. Disadvantages Manufacturers  • Increased dissatisfaction from customers • Legal ramifications  • Bad reputation / media coverage  Consumers • Competitive consumption ‐ "keeping up with the Jones" • Forced into continual consumption cycles • Ongoing replacement or upgrading costs  • Pressure to consume from advertising, peers and media  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 19. Why is PO a problem? • Environmental impacts  • Because everything created  comes from nature  • All resources are finite, some  more then others • Creates inequity as consumers  are not in control or aware of  the lifespan of the products  that they purchase • Promotes wasteful society  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 20. Product Life Cycles Leyla Acaroglu :: www.EcoInnovators.com.au
  • 21. Designer influences  • Over 80% of a products social and environmental implications are decided and ‘locked in’ at the design stage (USA EPA) • Designer’s are the agents that have some of the greatest capacity to dictate the social and environmental implications of consumer goods Leyla Acaroglu :: www.EcoInnovators.com.au
  • 22. Resource extraction  • All resources come from  nature at some stage  • Resources are finite and  should be used  conservatively • Equity issues around the  use and waste of  resources  • Generates huge amounts  of waste Leyla Acaroglu :: www.EcoInnovators.com.au
  • 23. Manufacturing  • Inputs includes: materials,  energy, water etc • Outputs include carbon  emissions, waste water,  toxic substances, waste  materials etc  • Equity issues with current  manufacturing practices Leyla Acaroglu :: www.EcoInnovators.com.au
  • 24. Packaging & Transportation • Transport and  packaging happens at  EVERY stage of a  products life  • Greater impacts from  air and road  transportation • Over packaging is a  waste of resources  Leyla Acaroglu :: www.EcoInnovators.com.au
  • 25. Use  • Resource use during  life such as energy or  water etc • Continual consumables  such as cartridges or  cleaning products  creates impacts  • Equity issues over  safety, toxicity etc Leyla Acaroglu :: www.EcoInnovators.com.au
  • 26. End of Life  • Loss of resources to  landfill • Limited recycling  systems and capacity  in different countries  • Recycling is often  ‘down cycling’ Leyla Acaroglu :: www.EcoInnovators.com.au
  • 27. Ramifications of PO Leyla Acaroglu :: www.EcoInnovators.com.au
  • 30. Final Thoughts • Its not someone else responsibility to solve social and environmental problems – its everyone's responsibility • Designer’s are in a unique position to influence change over corporations and consumers alike • Don’t wait to be asked – just do it • Be a subversive designer Leyla Acaroglu :: www.EcoInnovators.com.au
  • 31. Thanks for your time Questions: ecoinnovators@gmail.com Leyla Acaroglu :: www.EcoInnovators.com.au