Perceived obsolescence is a phenomenon that occurs when a product is considered outdated or out of date, even if it is still in perfect working order. This concept relates to consumers' perception that certain products are no longer suitable or modern, leading them to constantly seek out new versions or more recent models. In this context, factors such as advertising, marketing, and rapid technological evolution play a crucial role in accelerating perceived obsolescence. This article will discuss the main factors, consequences, and examples of this phenomenon in contemporary society.
Examples of how perceived obsolescence affects products and consumers today.
Perceived obsolescence is a phenomenon that directly affects how products are consumed and how consumers perceive them. This type of obsolescence occurs when a product is considered outdated or out of fashion, even if it still functions perfectly. This leads consumers to feel the need to replace the product with a more current one, following market trends.
A clear example of how perceived obsolescence affects products is the constant release of new smartphone models. Even if an older model is still functional and meets consumer needs, the constant innovation and aggressive advertising of new models makes many people feel the need to trade in their old device for a newer one just to stay up to date.
This constant search for new products and the pressure to keep up with market trends also directly affects consumers. They often feel pressured to purchase the latest products, even when there's no real need for replacement. This can lead to unnecessary spending and a throwaway culture, where perfectly functional products are discarded simply because they're no longer considered "trendy."
Therefore, perceived obsolescence not only affects how products are manufactured and marketed, but also directly influences consumer behavior, leading to a constant cycle of consumption and disposal. It's important for consumers to be aware of this phenomenon and make informed choices, considering the real need to replace a product before giving in to pressure from trends and perceived obsolescence.
Understand the concept of perceived obsolescence and its impact on today's society.
Perceived obsolescence refers to the practice of making a product obsolete not for technical or functional reasons, but rather through marketing strategies that lead consumers to believe their products are outdated and need to be replaced with newer versions. This strategy has a significant impact on today's society, influencing unbridled consumption, premature product disposal, and waste of resources.
One of the main factors contributing to perceived obsolescence is constant technological innovation, which means new products are launched onto the market at an ever-increasing rate. Companies use aggressive marketing tactics to convince consumers that they need to buy the latest version of a product, even if the previous one is still in perfect working order.
The consequences of perceived obsolescence are diverse. In addition to the environmental impact caused by premature product disposal, there is also a social impact, as the constant search for the latest products can lead people to go into debt to keep up with the times. Furthermore, perceived obsolescence contributes to waste generation and the depletion of natural resources.
A clear example of perceived obsolescence is the smartphone industry, which releases new models every year with minor improvements over previous models. Consumers are led to believe they need to replace their devices frequently, even if their old smartphones are still in perfect working order.
In short, perceived obsolescence is a phenomenon that has a significant impact on today's society, influencing not only rampant consumption but also resource waste and environmental impact. It's important that consumers are aware of these marketing strategies and seek more conscious ways of consuming, valuing the durability and quality of products over their constant updating.
The three types of obsolescence: discover what they are and how they impact consumers.
Obsolescence is a phenomenon that directly impacts consumers, as it is related to a product's useful life and the need for replacement. There are three main types of obsolescence: perceived obsolescence, planned obsolescence, and technical obsolescence.
Perceived obsolescence occurs when a product is still functional, but is considered outdated or out of fashion by the consumer. This can lead the consumer to desire a new product, even if the old one is still in perfect working order. This form of obsolescence is influenced by factors such as market trends, advertising, and social status.
Planned obsolescence, on the other hand, is when a product is designed to have a limited lifespan, necessitating a short-term replacement. This is done by companies to increase sales and consumption, creating a constant purchasing cycle for consumers.
Finally, technical obsolescence occurs when a product becomes obsolete due to technological advancements. In this case, the product may no longer be supported by the updates and repairs needed to keep it functioning properly. This can lead consumers to feel pressured to purchase a new, more up-to-date product.
In short, the three types of obsolescence impact consumers in different ways, influencing their purchasing decisions and generating a constant cycle of consumption. It's important for consumers to be aware of these phenomena to make informed choices and avoid wasting resources.
Impacts of planned obsolescence: learn about the consequences of this phenomenon in contemporary society.
We currently live in a society where planned obsolescence is an increasingly prevalent reality. Products are often manufactured to last only a short time, leading consumers to constantly replace them with new models. This phenomenon generates several negative impacts on different aspects of our daily lives.
One of the main impacts of planned obsolescence is the environmental impact . With the constant production and disposal of products, the amount of waste generated increases, contributing to environmental pollution. Furthermore, the extraction of natural resources for the manufacture of new products also causes damage to the ecosystem.
Another significant impact is the economic one . Consumers are encouraged to buy new products more frequently, which generates a constant cycle of consumption. This can lead people to spend more than necessary and to go into debt to keep up with the latest market trends.
Furthermore, planned obsolescence also has a social impact . Often, people are led to believe that they constantly need to acquire new products to stay up-to-date and integrated into society. This can generate feelings of dissatisfaction and inadequacy in those who cannot keep up with the pace of consumption.
Given these impacts, it's important to rethink our consumption patterns and encourage the production of more durable and sustainable products. Raising awareness of the effects of planned obsolescence on contemporary society is essential to promoting meaningful changes toward a more balanced and sustainable future.
Perceived obsolescence: factors, consequences and examples
Perceived obsolescence is a marketing strategy to increase sales, which induces consumers to consider a product that is still functional as outdated because it does not meet the prevailing style or trend at that time.
This type of obsolescence encourages the consumption of goods and services, generating additional profits for the corporate sector, at the expense of significant social and environmental impact. It highlights a growing demand for raw materials and fossil fuels, resulting in the production of large amounts of solid waste and greenhouse gas emissions.
To get a consumer to throw away a still-functional good, companies use advertising, cinema, television, and other tools as a form of social manipulation.
One of the earliest examples of perceived obsolescence can be found in the automotive industry. In 1923, General Motors began producing annual car models with minor design changes. Subsequently, through advertising campaigns, consumers were encouraged to upgrade, even though the other model was still fully functional.
Another emblematic example is the fashion industry, which bases its operations on the practice of perceived obsolescence. People change their clothes every season not out of functional necessity, but because they follow fashion trends.
Definition of
Perceived obsolescence (psychological or desirable) is when the consumer perceives a product as used, even if it is still functional. The object is no longer desirable because fashion trends indicate it is outdated or obsolete.
In this case, the good loses the symbolic value associated with the consumer's social and personal identification. Therefore, it's not about satisfying a usage need, but a psychological need.
In this way, the aim is to artificially induce in the consumer's mind the need to replace a product with a new version. Advertising tools are used to convince people that this new model has innovations that make it more elegant.
One of the authors who most popularized this term was American industrial designer Clifford Brooks Stevens. The author argued that, with perceived obsolescence, the desire to have something a little newer before it's actually needed is instilled in the consumer.
From the perspective of perceived obsolescence, an object becomes obsolete when another one emerges that allows it to be more fashionable and gain greater social acceptance. Therefore, the consumption of goods is promoted above the consumer's essential needs.
Factors involved
the consumer society
One of the most advanced states of the capitalist economic model is the so-called “consumer society”, characterized by massive consumption of goods and services.
In this economic system, it's necessary to find mechanisms that increase the rate of acquisition of goods. One such strategy is to create in consumers the perception that what they have is obsolete.
In consumer society, real needs have been replaced by desires. In this scheme, perceived obsolescence becomes a tool used by entrepreneurs to generate in consumers the desire to replace a good that no longer satisfies them.
In this sense, seemingly innovative design changes are introduced in relation to the product's functionality. However, these changes don't bring real improvements, but rather the feeling of needing the latest technology or following fashion trends.
Advertising
To promote consumption, manufacturers use marketing and advertising as tools to influence consumer psychology. These mechanisms encourage consumers to purchase a specific product that satisfies their desires.
Psychological manipulation is used to induce perceived obsolescence by advertising the new product's style rather than its qualities. Thus, advertising campaigns are targeted to satisfy the need for novelty.
This is achieved by inducing consumers to believe that new versions of a product offer real advantages over previous ones. Furthermore, advertising tools are designed to influence different social strata.
In this sense, companies have a defined social stratum for which they manufacture their products and which limits the obsolescence period. Generally, products are designed for the population with greater purchasing power, which they consider functional for a very short period.
Subsequently, advertising campaigns are generated for consumers with lower purchasing power until the products lose value because they are no longer in fashion.
Psychology of Humankind
Perceived obsolescence was designed based on human mentality. People are social beings who need to be recognized by their peers, so we adopt behaviors that are accepted by others.
Within consumer society, to be accepted in a given social sphere, we need to purchase products considered modern. In this context, we perceive as obsolete all goods that are not socially up-to-date or modern.
Furthermore, the psychological components that drive consumer behavior are complex and can be influenced by neurological impulses. For example, it has been shown that before experiencing something new, we produce the hormone dopamine, which causes a state of excitement and pleasure.
Consequences
One of the major problems with the uncontrolled increase in consumption is the increased use of raw materials. Cell phones are one of the most emblematic examples, with over 1.500 billion units sold each year.
Developing a cell phone requires a large amount of cobalt, lithium, tin, silver, cadmium, lead, and coltan, among others. It's estimated that by 2030, all reserves of most of these minerals on the planet will be exhausted.
Similarly, the consumption of goods as a result of perceived obsolescence generates a large amount of waste. In the case of electronic waste, it is estimated that 50 million tons are produced per year.
Most electronic waste is dumped in landfills in Africa and Asia, where it is not properly processed. This leads to the accumulation of highly toxic waste, which can be harmful to health, such as lead, mercury, and cadmium.
The textile industry, associated with the fashion sector, is also one of the most polluting. Currently, more than 80.000 billion pieces of clothing are sold annually, associated with the practice of perceived obsolescence.
It's estimated that the textile industry is responsible for 20% of the toxins released into the planet's water sources. This is because the necessary treatments aren't implemented to remove contaminants from sewage.
On the other hand, clothing exchanges generate approximately 16 million tons of textile waste annually. More than 70% of these discarded clothes end up in landfills.
How to avoid perceived obsolescence?
To reduce and/or avoid perceived obsolescence, some individual or institutional measures can be taken.
Regulate advertising
One of the factors that most influences perceived obsolescence is advertising. One way to regulate it is to establish legal regulations that restrict certain strategies that manipulate consumer psychology.
In this regard, several countries have developed legislation to regulate advertising for the benefit of users. These regulations restrict the use of certain forms of advertising, such as misleading and subliminal advertising.
Misleading advertising deceives consumers about a product's true characteristics. Subliminal advertising, on the other hand, generates stimuli that are unconsciously perceived to induce product purchase.
Among some interesting initiatives, an independent body was created in Spain that brings together advertising agencies, advertisers, and the media. It's called Autocontrol and aims to work on responsible, legal, and consumer-friendly advertising.
Change in consumption patterns
The key to avoiding falling victim to practices designed to encourage perceived obsolescence is a change in consumption patterns in modern society.
We must learn to consume what is necessary to meet our real needs and choose products generated through ecological processes throughout their value chain.
Examples
Automotive sector (General Motors Case)
One of the first documented cases of perceived obsolescence occurred in the automotive industry. In the 20s, General Motors was lagging behind its competitor, Ford Motors Company.
To gain a competitive advantage, the company's director, Alfred Pritchet Sloan, identified the need for a change in customer policy. Together with Charles Kettering (director of the research division), they proposed a sales system based on small changes to the cars' appearance.
Thus, General Motors initiated a policy of producing a single model year and encouraging replenishment before it was needed. To this end, they developed advertising campaigns for radio, cinema, and print media to promote the new models.
The advertising campaigns were based on the planned obsolescence strategy. The new models were promoted as more modern and had better qualities than the older ones, even though they performed the same function.
Thus, General Motors managed to surpass its competitor in less than 15 years, due to its success in stimulating sales. The strategy yielded such positive economic results that it was adopted by other automotive companies and is still in place today.
fashion industry
The fashion industry operates based on perceived obsolescence. This encourages consumers to replace their wardrobes before it's functionally necessary.
To better understand how perceived obsolescence works in this sector, let's look at the following example:
A person has clothes and accessories in excellent condition and fully functional. However, their social circle (friends, coworkers, family) creates tacit or explicit pressure to update their clothing because they don't follow fashion trends.
Furthermore, this pressure is reinforced by advertising and the media through advertising campaigns. These messages are promoted by figures who generate fashion trends, such as actors, singers, designers, or bloggers.
Associated with this environmental pressure, a psychological state is generated, marked by the desire to remain within the desired social group. To such an extent, clothes begin to be perceived as obsolete, even when they fulfill the true function for which they were manufactured.
Therefore, people discard clothes and accessories that are still in perfect condition and acquire others considered fashionable. This cycle repeats several times a year, as trend-setting designers produce different collections for each season.
As we can see, the fashion industry successfully uses perceived obsolescence to promote mass consumption of its products. This has made it one of the most profitable industries in the world today.
References
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- Segurajáuregui-Álvarez L (2018) The many faces of obsolescence. Administration and technology for design. Department of Processes and Techniques of Realization. Area of research, administration and design technology. Autonomous Metropolitan University. Azcapotzalco, Mexico 101 p.
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