Back in the 1920s the US automotive industry were faced with a problem. An industry which had long enjoyed explosive growth was now faced with falling numbers. It had taken less than twenty years, after the launch of Ford Model T in 1908, for car ownership to go from a luxury to an assumption. But now the market was hitting a saturation point: most everyone who wanted a car already had one.
As a solution to this, the head of General Motors Alfred P. Sloan Jr. suggested annual design changes to convince buyers that they needed to buy a new car even if the old one still worked fine. The strategy, which he’d borrowed from the bicycle manufacturers, was quickly branded as “planned obsolescence” by critics, though Sloan preferred the term “dynamic obsolescence”. Planned obsolescence has had far reaching consequences not only on the automotive industry, but on the whole field of product design and thus on all the market economies of the world. A shining example of this is modern electronics.
A recent report on ‘electronics and obsolescence in a circular economy’ from the EEA’s European Topic Centre on Waste and Materials in a Green Economy gives us good insights on this issue in the European context and its affects on the environment.
The report states that consumption of electronics has grown steadily over the past decades, mainly driven by information technology, namely smartphones. Today an average of 20 kg of electronics per EU citizen is put on the market every year. Much of this growth in demand can be attributed to falling costs of production: “purchasing a new washing machine, for example, cost 59 working hours work in 2004 but dropped to just 39 hours in 2014 (CECED, 2017)”. Once discarded only around half of these electronics enter official recycling systems, leaving large amounts untreated. One of the main findings of the report is that the average real lifetime of products is at least 2.3 years shorter than the designers of the products estimate them to be.
The report recommends the EU to pursue policies which enable and encourage circular business models which would extend the lifespans and delay obsolescence of electronics.
1. Europes consumption in a circular economy: the benefits of longer-lasting electronics https://www.eea.europa.eu/themes/waste/resource-efficiency/benefits-of-longer-lasting-electronics