What is planned obsolescence in products and what are the environmental and social impacts? This presentation by Leyla Acaroglu given for the Ecodesign Centre Wales EcoNetwork event in July 2009, explains the social and environmental implications of shortened product lifespans and looks at the history of planned obsolescence in product development. This presentation is intended for industrial/product designers and also provides an introduction to Life Cycle Thinking (LCT) as well.

1. Planned Obsolescence Life Cycle Thinking EcoNetwork 23rd July 2009 Ecodesign Centre Wales LeylaAcaroglu Director, Eco Innovators Melbourne, Australia www.ecoinnovators.com.au Leyla Acaroglu :: www.EcoInnovators.com.au

2. Planned Obsolescence Leyla Acaroglu :: www.EcoInnovators.com.au

4. The shortening of a products life

5. Manipulation of a market through product lifespansLeyla Acaroglu :: www.EcoInnovators.com.au

6. “the deliberate policy of making a product become rapidly out of date or unserviceable, as by changing minor characteristics of a model, in order to ensure continual sale of new goods”.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 Definition of Planned Obsolescence

7. “Ending the Depression Through Planned Obsolescence” - Bernard London 1932 “Instilling in the buyer the desire to own something a little newer, a little better, a little sooner than is necessary.” - Industrial Designers, Brooks Stevens 1954 Leyla Acaroglu :: www.EcoInnovators.com.au Descriptions

9. Used to stimulate economic growth and generate employment and combat ‘frugality’

10. Wanted to facilitate growth by making people have to consume more frequently

11. Corporations realised they could make more profits from continual consumption

12. Create long term sales volumes by reducing the time between repeat purchases Leyla Acaroglu :: www.EcoInnovators.com.au

14. Consider how often your have had to replace household electrical items such as kettles and toastersLeyla Acaroglu :: www.EcoInnovators.com.au Does it really exist?

16. “the systematic attempt of business to make us wasteful, debt-ridden, permanently discontented individuals”.Leyla Acaroglu :: www.EcoInnovators.com.au

17. “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

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

20. 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 Advantages

21. 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 Disadvantages

22. 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 LeylaAcaroglu :: www.EcoInnovators.com.au Why is PO a problem?

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

26. 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

27. 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 Packaging & Transportation

28. 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 Use

29. 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’

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

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

34. Designer’s are in a unique position to influence change over corporations and consumers alike

35. Don’t wait to be asked – just do it

36. Be a subversive designerLeyla Acaroglu :: www.EcoInnovators.com.au Final Thoughts

37. Thanks for your timeQuestions:ecoinnovators@gmail.com Leyla Acaroglu :: www.EcoInnovators.com.au