Buy, discard, repeat. This is the cycle of consumption in the modern world.
There’s always an excuse to buy something new, isn’t there? Sometimes, it’s because what we already have has become outdated. Other times, the product simply no longer works like it used to.
What if all of this is planned? Keep reading to discover how planned obsolescence shapes our consumption patterns.
KEY TAKEAWAYS
- Planned obsolescence is when companies intentionally design products that have a limited lifespan, forcing you to make another purchase sooner than necessary
- This strategy is most noticeable in the technology, fashion, and home appliance industries
- The convenience of online shopping and the wide influence of social media help intensify the cycle of planned obsolescence
- Consumers can resist planned obsolescence by supporting sustainable brands and choosing to repair rather than replace
What is Planned Obsolescence?
When your purchases go out of style, become incompatible, or break down faster than they should, you may be experiencing planned obsolescence. It is when manufacturers intentionally design products with a shorter lifespan and urge consumers to replace them sooner.
The manufacturer achieves these effects by producing less durable items or making them fall out of demand by releasing newer versions. Thus, planned obsolescence falls into two categories: psychological and functional.
- In psychological obsolescence, companies release updated versions of products with minor design tweaks. This makes consumers feel like they need the newest models to stay in style. It’s about making us believe that newer is better.
- In functional obsolescence, products are made to wear out or break down after a certain period. This forces us to buy replacements. One example is an appliance that only lasts as long as its warranty.
Planned Obsolescence Examples in Our Daily Lives
The main goal of these industries is to keep us buying. Let me show you how.
Gadgets
The technology industry is the most guilty of planned obsolescence. Each year, brands release new models with minor improvements, making the older ones look outdated and, eventually, less functional. Remember when the latest operating system made your old phone almost unusable?
For example, why does your phone’s battery life deteriorate after a few years? Don’t we have the technology to make them last longer? Or why does a software update make your device incompatible with newer apps or even run in slow motion? These are classic ways to make you keep spending money on newer models.
You may remember back in 2017 when Apple made headlines for “Batterygate.” Apple admitted to deliberately slowing down older iPhones through iOS updates. While Apple claimed the update was meant to protect batteries in older phones, people accused Apple of doing it to push customers into buying newer models. It ultimately led to a class-action lawsuit that Apple settled for $500 million.
In the example of Batterygate, the courts punished Apple for planned obsolescence. Most of the time, though, companies get away with it.
Fashion Trends
The fashion industry puts out new collections every season (some even every week). This encourages people to keep up with the latest trends and stay in fashion. After all, who would want to look out of style?
But it’s not just the new style that will make you buy new clothes. It’s the fact that these trendy clothes are made of low-quality materials that will most probably wear out after a few washes.
It drains our wallets and harms the environment, as synthetic fabrics often shed microplastics, which can enter waterways, harm marine life, and eventually make their way into the human food chain.
Home Appliances
Almost every home appliance, from kitchen electronics to cleaning tools, is designed with planned obsolescence in mind. Appliances like refrigerators, washing machines, and dishwashers simply don’t last as long as they used to.
AARP pointed out that appliances don’t last as long as they used to because of modern features. Everything from Wi-Fi connectivity to LCD screens will fail quicker than older models without these attributes.
You might think of repairing them, but sometimes replacing them is cheaper. This ensures that the cycle of frequent replacement keeps going, and we keep on spending even when we shouldn’t have to.
How Online Platforms Encourage Planned Obsolescence
The internet has made everything easier — not just for us but for companies, too. Companies used to take their time to release new products. However, social media and online shopping have made it easier for brands to push planned obsolescence.
Online Shopping and Instant Gratification
For starters, online shopping has made impulsive purchases easier than ever. The feeling of instant gratification has led even more people to overconsume. This creates an opportunity for brands to frequently release new products and push consumers to buy and discard them quickly. Online retailers target and encourage consumers with targeted ads, flash sales, and limited-time offers to create a sense of urgency.
Social Media and FoMo
Social media also plays a powerful role in reinforcing planned obsolescence by tapping into our psychological vulnerabilities.
With the growing number of influencers, we’re constantly exposed to the latest trends and lifestyle upgrades. This fear of missing out (FoMo) created by influencers drives us to compare ourselves to others, creating the urge of wanting to keep up with trends.
A recent study published in BRAIN showed the effects of consumers’ FoMo tendencies on impulse buying.
The abstract states: “The results of the study suggest that FoMo tendency affects impulse purchasing and impulse purchasing has an influence on post-purchase regret.”
So what happens? We buy new products even if our current ones are still working fine. And right when you purchase the newer, the newest takes over, pushing you into a cycle of consumption.
What Can You Do About Planned Obsolescence?
Now that you know the tactics brands and major companies use, you can start making smarter decisions.
Start by being a conscious consumer. When you’re tempted to make a purchase, ask yourself: Do I really need this, or am I just being influenced? The answer to this question helps you understand if your urge to shop is impulsive.
Another way to avoid planned obsolescence is to purchase from brands that prioritize quality and sustainability. Sustainable products may cost more upfront, but they’re likely to last longer, saving you money in the long run.
Lastly, instead of replacing items that still work, consider repairing or upcycling them. This is an opportunity to use your creativity to refresh or repurpose your stuff. If you can’t do it yourself, there are many community-driven spaces, like the Fixit Clinic, where volunteers help fix everything from electronics to clothing.
Understanding planned obsolescence and recognizing your impulsive shopping habits will help you step out of this manipulative cycle. Focus on mindful purchases that truly add value to your life.