Executive summary
of the Study on
New attitudes to consumption and production: best
practice in the field of collaborative consumption
and planned obsolescence
(A world in transition)
An integrated approach based on shared responsibility, efficiency and
sustainability
Alejandro Salcedo Aznal
European Economic and Social Committee
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EN
1.
Introduction
The aim of this exploratory study is to establish a new integrated approach to the interplay between
technology, production and consumption in a context of sustainability and efficiency, resting on three
basic aspects: product life cycles; forms of use and consumption that are not merely based on
possession; and externalities deriving from technological innovation processes.
These aspects not only determine sustainable production and consumption practices: they also have a
major environmental and socio-economic impact on society today, due to the synergies and
constraints which they form both among themselves and with other related factors, creating complex
feedback processes.
For the study of the variables mentioned, the fields of planned obsolescence, collaborative
consumption and disruptive technologies will be addressed. By analysing their interactions, it should
be possible to devise more sustainable production and consumption models based on the best practice
observed in this area.
The study is structured around an 'interlinked triad of triads', in which the constituent parts feed into
and among one another, and whose core, like a tetrahedral heart, is rooted in the principles - also
threefold - on which it is based.
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2.
Principles triad (shared responsibility/efficiency/sustainability)
Growth policies triad (smart/sustainable/integrating)
Theoretical knowledge triad (circular economy/EcoEconomy/Economy for the Common Good)
Market practice triad (production/consumption/technological innovation)
Theoretical bases of the study
In this second chapter, the concepts, theories and disciplines which give the study its theoretical basis
are explained, together with the methodology to be used for conducting it. The analytical context for
this chapter starts with consideration of the entropic nature of the economic process from the
application of the laws of thermodynamics: this means structuring the theoretical bases around
systems dynamics and also complexity sciences.
From these two disciplines a complex ecosystem can be established as a subject for analysis, based on
processes such as autopoiesis or economic circularity and network externalities. In addition, a series
of concepts such as sustainable value and resilience feed into this theoretical review, leading to the
triad of economic, environmental and social disciplines which give meaning to the proposed model.
It is also important to address issues such as the uncoupling of growth and development, from the
viewpoint of dematerialisation and sustainable growth. Lastly, and in practical terms, the study also
looks at efficient management of the disruption inherent in both obsolescence and technological
innovation.
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In order to address the challenges of today's society holistically, a series of new fields of learning
enter into play, using an interdisciplinary approach and taking a wide bio-socio-economic view.
Whilst the value of this lies precisely in its aim of integration, it remains distorted if these initiatives
are propagated too widely, bringing a risk of fragmentation and dispersion of their content.
It is clear that we must move towards a cross-disciplinary economy that eclectically meshes the
different trends into a single one which, by providing a more efficient, sustainable and mutually
supportive response to the challenges, builds on these traits in the 20th century economy, an economy
based on values.
In this context, the study analyses the integrating approach of the EcoEconomy and the emerging
movement of the Economy for the Common Good, as well as aspects such as divergent growth and
happiness or the wisdom of the snail, which defines the philosophy of "de-growth" and the impact of
"rebound" and "de-bound" effects.
3.
The virtuous circle of collaborative consumption
This chapter presents one of the paradigms of efficient consumption, whose principle of "access vs.
ownership" neatly reflects its spirit about the consumption of goods and services; its practice results
from a precise application of the economic proposals mentioned above as theoretical bases.
This proposal, analysed from the viewpoint of a collaborative or shared economy, fits in with the
established 'canon' of shared responsibility, efficiency and sustainability; its development and
expansion can thus help to meet current challenges.
The value of trust and reputation are made clear, together with good practice and case studies
supported by data and the most relevant experience marking this new phenomenon which will alter
the foundations of social relations in an economic context.
Efficient consumption is implicitly tied to efficient production; goods manufactured and required for
collaborative consumption must thus have essential features such as durability, efficiency and low
environmental impact throughout their life cycle.
The reason for this requirement is that they must be prepared in such a way as to provide an efficient
and sustainable response which minimises the time they are not used; in other words, they must be
shared and last as long as possible. This means optimising their useful life and also, after this,
ensuring they are easy to repair and that non-repairable or non-reusable components are recycled at
the end of their life cycle, in keeping with the principles of the circular economy.
However, in the current context of hyper-consumption and disposable products, products are
conceived as personal property to be consumed rapidly and easily disposed of.
Design is thus key, as these goods will be used more intensively in terms of number of users and days.
They will therefore have to be more robust and more flexible to use, as they will have to be adapted to
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the differing needs of different types of user. They will also need a precise technology to simplify and
facilitate their shared use.
In this context, the virtuous circle of collaborative consumption is simply: Efficiency + Sustainability
+ Shared Responsibility. Efficiency is the variable expressing satisfaction of needs at the lowest price
and environmental cost - hours of use over the product's useful life; sustainability is in terms of
durability and environmental impact; and shared responsibility is given for shared use and the degree
of confluence and variance between producers and consumers, particularly in the extent to which they
are "pro-sumers".
The interdependence of the three terms meshes them together, insofar as they work synergically in
pursuing a non-zero-sum game.
And collaborative consumption can in turn be considered a form of transitive pro-sumption that
transcends the producer/consumer tandem, in the context of a circular economy in which benefits are
extended fairly to all.
In short, as Olivier De Schutter puts it, people move from being passive purchasers of goods and
services (as consumers) and of political programmes (as voters), to becoming co-designers of
solutions. This goes beyond both consumer activism and participatory democracy: as social
innovators, individuals and communities are redefined as co-authors of the solutions that concern
them, in the specific contexts in which they operate.
He goes on to say that conceived in this way, social innovations have a central role to play in the
transition to sustainable societies; one proposal stemming from this observation is that social
innovations can promote new economic models based on the sharing economy. In this way, I believe
that De Schutter is setting out the synergic links of innovative shared responsibility with the efficient
sustainability of the collaborative economy.
4.
The vicious circle of planned obsolescence
Planned or built-in obsolescence breaks the previous formula by nullifying any result achieved, just as
would be the case from the entropic viewpoint of the industrial metabolism.
Leaving aside the role played here by technological innovation in general, and disruptive changes in
particular, the critical factors are product durability and the prevention of obsolescence both during
production ("built-in obsolescence") and during consumption ("psychological obsolescence", or that
caused by fashions, and inefficient use).
On this basis, proactive and reactive positions can be adopted. Among the former, ecodesign concerns
a creative approach and information and awareness-raising campaigns for consumers; reactive
positions obviously include the fight against 'induced' obsolescence along a product's life cycle,
incorporating sustainable habits and collaborative consumption.
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At the same time, just as the theoretical framework for collaborative consumption lies in the sharing
economy, that of product durability and prevention of planned obsolescence is found in the functional
economy, understood as that based on the sale of services rather than the sale of goods. In other
words, it is the use rather than the good itself that is being sold, in keeping with the collaborative
economy.
This chapter of the study analyses the cost of short life, the different types of obsolescence and good
practice (product durability, ecodesign, super-recycling, product passports, Do It Yourself, etc.), and
case studies based on data and experiences which highlight the importance of this subject as is clear,
for example, from the measures adopted by some countries, and more especially the legislative
measures recently approved in France.
As a conclusion and summary of some of the basic ideas in this chapter and the preceding one, and to
bring them together harmoniously, work is proposed that would open a debate which can trigger new
proposals for work, building on that already done. The aim is to reflect on possible relations between
the concepts of co-creation of production/consumption value in the area of shared responsibility; new
production systems (product-service or servicing systems, supply of collaborative services) in the
economic field; and shared models for sustainability (upcycling, social ecodesign, Do It Yourself,
etc.).
Under this approach, a possible convergent model could be traced out in the following areas, in the
context of a circular economy:
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ecodesign and technological eco-innovation which are open and focused on durability and shared
use;
supply: self-service and the pro-consumer; "service factories" and collaborative services. Productservice systems;
demand: collaborative consumption in the broad sense;
waste recovery, upcycling, etc.
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5.
Disruptive risks for the future
This chapter seeks to sketch out one part of the triad that is often eclipsed by production and
consumption: technological innovation, and more specifically the disruptive effects which it
sometimes causes in terms of failure to adapt, especially with regard to the capacity to provoke
externalities and obsolescence.
The study therefore seeks to show the need for smart management of disruptive factors in this area. It
is also deemed useful to include some elements with important implications for the future, and also to
propose an approach to collaborative consumption and planned obsolescence whose rationale can help
bring cohesion to the theses formulated here.
6.
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Conclusions and recommendations. The transition to a better future
Conclusions
From a holistic viewpoint, a new system based on shared responsibility, efficiency and sustainability
must be built on their interlinkage, so as to achieve synergies. Collaborative consumption, product
durability and the prevention of planned obsolescence, together with smart management of
technological innovation, offer a complete alternative and hold out an economic, environmental and
social solution to the problems affecting contemporary society and posing an imminent threat to its
future.
The aim is to analyse interdependencies in the creation of virtuous circles in order to generate closed
homeostatic cycles for ensuring ongoing wellbeing and contentment with a neutral, or even positive,
balance of resources.
For example, a cycle of this type could start with an innovation that makes it possible to design more
durable products, with a longer life cycle, which are robust and easy to repair, thereby preventing
obsolescence on grounds of incompatibility or for other reasons. Products should thus be
manufactured with these features in order to make them saleable as a service for shared use and
redistribution, with maximum re-circulation, as a dynamic good that is active all the time, so that if it
is not being used by one person it is being used by others and is offered locally in direct contact with
the consumer.
In this virtuous circle, the consumer will have shared responsibility for using goods appropriately and
efficiently as regards their performance (following instructions carefully, maintenance, repairs, etc.),
so that they can be re-used through the requisite life cycles in a collaborative and connected manner.
Products should not be discarded prematurely, so actions are needed to make people aware of life
cycles and the prevention of perceived or aesthetic obsolescence, as well as instilling recycling habits
when products reach the end of their useful life.
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The waste materials can then be ploughed back into the production of new products (in connection
with appropriate technological innovation and design), so as to continue the cycle underway and form
a closed circle of positive feedback, without the need to extract additional resources entropically from
the outside.
And inversely, starting with consumers' shared responsibility, the same virtuous circle will mean that
consumers will demand more durable products, and so on.
The impact of this type of cycle built on virtuous circles will extend beyond the economy and will
have environmental and social consequences too. For example, it could generate new jobs and
inclusion for those who today have to resort to containers to survive.
In a new system of upcycling, they could be given paid work providing a way out of their extreme
situation, enabling the transformation of waste into productive material. Similarly, one should
mention the opportunities for repair and relocation brought by this new proposal for product
durability.
In general, a stable and balanced circular system should not lead to job losses, as it is continually selfsustaining; and all this occurs in an optimum economic, environmental and social context. Lastly,
other positive externalities in this transition embrace cultural and social relations, furthered by
cooperation and the common good.
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Recommendations
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Converge and synergise models of economic, environmental and social thinking.
Adopt an integrated, holistic position on growth and development policies.
Create alliances between the various players (institutions, businesses, consumers, collaborative
entrepreneurship, social innovation and collaborative work, eco-innovation, applied research, etc.)
in order to promote and exercise shared responsibility.
Strengthen the knowledge and information society in a collaborative context, together with social
networks as a means of expression and social participation in the system, which should also end
current divides (digital, social, cultural, economic, etc.).
Promote the functional economy and the circular economy, collaborative consumption in all
initiatives, together with ecodesign and technological eco-innovation, extending product life
cycles, making products easier to repair and to regenerate in functional terms using their waste
materials.
Prevent, regulate and control all types of inefficiency, whether at the production, distribution or
consumption stage, with particular attention for product durability and planned obsolescence.
Promote information and awareness-raising campaigns that encourage people to acquire more
efficient habits and attitudes regarding efficiency, sustainability, shared responsibility and
cooperation, with special focus on the education field. In this context, provision should be made
for the training of facilitators in organisations and institutions.
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Set up a traceability and early warning system to ensure that products and services comply with
environmental and social requirements.
Adopt a system for analysing and assessing technological disruption, so that mechanisms to offset
and regulate such disruption can be established with regard to economic, environmental and
social efficiency and sustainability and also for the prevention of potential adverse effects.
Promote the Economy for the Common Good as a foundation for transformational transition.
Where appropriate, regulate the legal, fiscal, financial and other aspects of collaborative
consumption schemes; also where appropriate, establish objective operational criteria concerning
trust and reputation. In general, delimit the responsibility and rights of the players engaging in
collaborative consumption practices.
Draw up a catalogue of good practice for collaborative consumption and make it easily accessible
to all consumers; of product durability, extended life cycles and prevention of obsolescence; and
of product-service systems and optimised activities for waste management (super-recycling, etc.).
Lastly, it is also considered useful to revise the proposals and recommendations made in the two
reference opinions.
In the final analysis, we are living in a world in transition, where incipient changes co-exist alongside
mummified inertia awaiting resolution, as in the future this will be a zero sum game.
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