In recent years, and increasingly so, we have been unwittingly swept up in the need to acquire the latest things, believing that we will be happier or better off by owning the latest model of mobile phone or any other item. This is known as perceived obsolescence and is widely exploited, particularly in the worlds of technology and fashion.

What is perceived obsolescence?

There are several types of obsolescence. All have disastrous consequences for people and the planet. But none of them are new phenomena; they emerged several decades ago.

One of them is planned obsolescence, a phenomenon that began in the 1920s in the United States. It was a golden age when everyone had money and wanted more. It was during those years that some light bulb manufacturers realised that, to sell more and make more money, they could make their bulbs last for a shorter time. So they set about manufacturing them to a lower standard, thereby inevitably shortening their lifespan.

Gradually, this tactic spread to other sectors, thereby creating planned obsolescence and turning it into the driving force behind our economy, to the detriment of consumers, who are forced to buy a new product when a part breaks or becomes incompatible.

As early as the 1930s, the car industry began to use a marketing strategy that went even further. This strategy was ‘perceived obsolescence’, whereby a product’s useful life is considered to end when a new model is released – not necessarily because it has been improved, but simply because its appearance has changed. This strategy creates a desire in us to own new things before we actually need to replace what we already have.

Another example of perceived obsolescence can be seen in the world of fashion, where a new collection with a different style is launched every season, immediately rendering much of the clothing from previous years outdated.

Why does obsolescence affect people and the planet?

To meet growing demand, ever-increasing amounts of resources and energy are required, leading to the depletion of many of them; not to mention the CO₂ emissions generated during both manufacturing and transport.

It is estimated that in Europe alone, more than 350,000 tonnes of waste are generated, which are either shipped to developing countries or dumped in landfills in countries such as Ghana or Nigeria, where many people – including children – risk their lives to extract recyclable materials.

And it doesn’t end there: the soil and aquifers are contaminated by the toxic substances contained in the waste and used in the recycling process, causing a significant negative impact on the environment.

How can we prevent obsolescence?

Consumerism has led us to confuse our real needs with our desires. Human beings are social creatures and need to feel accepted. That is the weakness that drives us to constantly buy the latest products.

We must realise that we gain nothing beneficial from a constant cycle of‘throw away and consume’. Not only is this model of consumption unsustainable, but it also directly contributes to climate change, affecting both the environment and people’s quality of life.

At SLEEP’N, we work every day to minimise the negative impacts of our business, whilst remembering that things can be repaired, can be shared, and that often we do not need anything new.

One of the alternatives we’re committed to is following the circular economy model : we reuse, repair and recycle the materials and products we use whenever possible to extend their life cycle.

We are committed to sustainability, which is why we encourage you too to shop thoughtfully, rather than impulsively, and to ask yourself whether you really need something before buying it.