Planned obsolescence, also known as built-in or premature obsolescence, is a strategy where products are intentionally designed to fail after a set period, pushing consumers to make repeat purchases sooner. This approach aims to boost long-term sales by shortening the lifespan of products. The concept raises questions about whether a product can ever achieve perfection, appeal universally, or remain timeless.
In 1960, cultural critic Vance Packard shed light on this issue in his book "The Waste Makers," exposing how businesses drive consumerism by promoting wastefulness and perpetual discontent. Packard categorized planned obsolescence into two types: obsolescence of desirability and obsolescence of function.
"Obsolescence of desirability" focuses on marketers' efforts to create a sense of wear and tear in consumers' minds, as George Nelson, an industrial designer, pointed out. Design plays a crucial role in this process, with the illusion of change often achieved through styling when no real contribution is made.
Figures like Henry Ford and Steve Jobs have approached product design differently, with Ford emphasizing simplicity and design integrity, while Jobs sought a balance between engineering excellence and aesthetic appeal. However, the evolution of Apple products under Tim Cook's leadership has shown a departure from this balance, introducing multiple color options that might not align with Jobs' vision.
Planned obsolescence thrives in markets with limited competition, where brand loyalty and information asymmetry play significant roles. Producers leverage customers' likelihood of repeat purchases to implement obsolescence strategies. Competition can drive product longevity, as seen when Japanese carmakers forced American counterparts to improve durability in response to market demands.
In a degrowth economy, the focus shifts towards sustainable, durable, and aesthetically pleasing products that eliminate the need for constant replacements. Imagine a world where products are so well-designed that alternatives are unnecessary, and manipulative marketing tactics become obsolete.
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Sierra - The Magazine of the Sierra Club
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