A planned obsolescence is a phenomenon that directly impacts our consumer society and influences people’s behavior in subtle but powerful ways. Designed to ensure that consumers continue to buy new products, this strategy is both a profit tool for companies and a significant cause of frustration for consumers.
In this post, we will explore the secret history of obsolescence , understand how it has become established over the century and what we can do to become more aware of its effects. As awareness increases, we can question the incessant cycle of consumption and find ways to combat this unsustainable model.
What is Planned Obsolescence?
This is the practice of designing products with a deliberately limited lifespan. The goal is for them to become obsolete or stop working after a certain period of time, forcing consumers to buy new items. This concept, while often invisible to the average consumer, is a widely adopted strategy in industries such as technology, fashion, home appliances, and automobiles.
The term was popularized in the 20th century when companies began to realize that they could increase their sales by shortening the lifespan of their products. This not only kept factories running, but also kept consumers in a constant cycle of buying and replacing goods.
Classic examples include:
- Appliances that break after the warranty period;
- Smartphones that lose performance with software updates;
- Fashion that quickly becomes “out of trend”.
Planned obsolescence is a combination of engineering and psychological marketing. Companies use these tools to ensure that consumers feel the need to replace their products before they outlive their usefulness.
The Origin of Planned Obsolescence
A history The practice officially began in the 1920s, when light bulb manufacturers realized that they could increase their sales by limiting the lifespan of their products. The Phoebus cartel, formed by large light bulb manufacturers, was one of the first groups to adopt this practice, deliberately reducing the lifespan of light bulbs from 2,500 to 1,000 hours.
This decision had a profound impact. By forcing consumers to buy light bulbs more frequently, companies were able to maximize their profits. This is an early example of how it began to shape business decisions and, in turn, consumer behavior.
Planned obsolescence wasn’t limited to light bulbs, however. Over the next few decades, other industries began adopting the strategy. The practice peaked in the automotive industry in the 1950s, when car manufacturers introduced annual model years, encouraging consumers to upgrade their vehicles regularly, even if their old car was still in good condition.
The Impact of Planned Obsolescence on the Consumer
A planned obsolescence creates a vicious cycle for consumers. Constant advertising and the idea that it is necessary to have the latest model of a certain product increase people’s anxiety and dissatisfaction. This frustration, in turn, leads to increased consumption, further fueling the buying cycle.
The main effects on the consumer include:
- Frustration with durability: Products that should last for years start to show defects after a short period of use.
- Anxiety generated by advertising: Advertising convinces consumers that they need new items, even if their old ones still work.
- Economic cost: The constant cycle of purchasing and replacing products weighs on consumers' pockets, who spend more than necessary to keep their goods up to date.
In addition to the economic and emotional impact, there is also a significant environmental impact. planned obsolescence results in a massive amount of waste, as discarded products end up in landfills, worsening the e-waste and solid waste crisis.
The Documentary “The Secret History of Planned Obsolescence”
The documentary “The Secret History of Planned Obsolescence” offers an in-depth look at how this practice has shaped our lives for nearly a century. The film explores everything from the earliest examples of planned obsolescence to modern strategies used by companies to shorten the lifespan of their products.
One of the most impactful stories in the documentary is that of the aforementioned Phoebus cartel, which demonstrates how the decision to reduce the lifespan of a product can profoundly impact consumer behavior. The documentary also highlights the efforts of some groups and individuals to combat obsolescence, including movements that promote product repair and material reuse.
Furthermore, the film explores how advertising has been a powerful tool in promoting planned obsolescence, convincing consumers that they always need the newest, fastest, most sophisticated product, even if the differences from the previous model are minimal.
How to Combat Planned Obsolescence?
A planned obsolescence It may seem like an unchangeable practice, but there are ways to combat its effects and become a more conscious consumer. Here are some strategies:
- Repair instead of replace: Whenever possible, opt to repair your products rather than buy new ones. Many items can be repaired at a much lower cost than buying new ones.
- Buy from brands that encourage durability: Some companies are beginning to adopt sustainable business models, which prioritize product longevity.
- Support the “Right to Repair” movement: This movement seeks to ensure that consumers have the right to repair their own products, without relying exclusively on manufacturers.
- Reduce consumption: Asking whether you really need a new product can be an effective way to avoid the cycle of planned obsolescence.
By adopting these practices, consumers can begin to break the cycle of planned obsolescence and demand changes in business practices.
The Future of Planned Obsolescence
Although the planned obsolescence While durability remains an important part of many companies’ business models, there are signs that things are starting to change. As awareness of the environmental and economic impacts of this practice grows, some governments are beginning to regulate product durability.
In the European Union, for example, laws have been passed requiring manufacturers to make their products more repairable by providing spare parts and repair manuals for several years after sale. This is an important step towards combating planned obsolescence and promote sustainability.
As more consumers become aware of the harm caused by planned obsolescence, companies will be forced to rethink their strategies. Hopefully, we can see a future where durability and sustainability are prioritized over reckless consumption.
A secret history of planned obsolescence reveals how this practice has shaped our consumer behavior over the last century. While it is a powerful tool for corporate profit, its negative effects are clear – from increased waste to constant consumer frustration. With greater awareness and collective action, we can challenge the cycle of obsolescence and move towards a more sustainable and ethical consumption model.
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Wonderful documentary, but I do not believe that man will regress due to population growth (China and India) eat half of what is produced on the planet. To make a specific comment on each case would require about 200 hours. I do not agree with the dishonesty practiced as the cruel example of the PRINTER, the disposal of electronics in Ghana (Africa) and plastic bottles, let's look at the main sources of recovery and recycling (everything we produce can be recycled, firstly we need government will, secondly we need to reduce the (absurd) profits of lobbies and thirdly (SEVERE LAWS). As for plastic, I have already introduced you to ECOLOGICAL WOOD) and waste batteries, chips, wires etc. can also be recycled easily, as I said: there is a need for a global recycling policy and it will not be to the satisfaction of first world countries... Europe and the USA are the least interested in global warming and CO2 emissions because they do not want to spend 1 cent of a dollar or euro. When I spoke about my technology, we can encompass all this waste that pollutes landfills in all countries and turn it back into raw materials or electricity. I also read about BOTTLED WATER... I was so excited to see so many bottles used to make ecological wood. I can't say anything about the quality of water in the US. I don't know anything about it, but I know very well about SABESP. It's crap, poorly treated, with excess chlorine, bacteria and fecal particles (I sign what I say). The bottled ones from NESTLÊ, BONA VITA AND OTHERS... are not reliable, and the pH doesn't even match the water... everything is below 7. It might seem like I'm against everything, but I tell the truth, no matter who it hurts. It is better to take tap water, boil it and wait for it to cool down before drinking it. Even so, you are subject to being contaminated by SABESP water while showering. H. PILÓRIS does not die easily, even in hot or chlorinated water. This goes a long way. But this is the world that money is buying. I am not radical: if the home appliance industry produces a refrigerator like EAST GERMANY used to produce, with a lifespan of half a century, even a light bulb, today it is unfeasible (employment, manufacturing material, taxes, logistics, resellers, wholesalers, etc. (this is called the production chain). There is no economy that can resist, no country survives without taxes and contributions to retirement. However, the durability of all products currently manufactured can be extended, but, as I said: THE LOBBIES have had all the controls in their hands since 1920.